Integrating Moral Outrage in Situational Crisis Communication Theory: A Triadic Appraisal Model for Crises

This study uses moral outrage to create a triadic appraisal of crises for situational crisis communication theory (SCCT). The addition of moral outrage improves the theory with an eye toward enhancing its application to the practice of crisis communication. The authors argue that adding moral outrage resulted in a needed reconceptualization of the preventable crisis cluster in SCCT identified by earlier researchers. Moral outrage becomes a third factor stakeholders utilize to assess crisis threats along with (1) determining if the situation is negative and (2) evaluations of crisis responsibility. The results of the study indicate that the preventable crisis cluster should be treated as three distinct sub-clusters. We argue that this triadic appraisal of crisis threat improves SCCT theoretically and has implications for the practice of crisis communication.