Expressing Dual Concern in Criticism for Wrongdoing: The Persuasive Power of Criticizing with Care

Abstract To call attention to and motivate action on ethical issues in business or society, messengers often criticize groups for wrongdoing ask these change their behavior. When criticizing target groups, frequently identify express concern about harm caused a victim group, the process address group by them causing this imploring change. However, we find that when way—expressing singular group—members of infer, incorrectly, messenger views as less moral unworthy concern. This inferred lack reduces criticism acceptance prompts backlash from group. problem, introduce dual messaging—messages simultaneously communicate causes A series several experiments demonstrate messages reduce inferences critical lacks criticized increase persuasiveness among members consumers against corporate messenger. pursuing justice victims well are more effective fostering openness toward criticism, rather than defensiveness, thus setting stage