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The Strategic Use of Scandals

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  • Gilles Grolleau
  • Alain Marciano
  • Naoufel Mzoughi

Abstract

Scandals are pervasive in many areas of society. We propose a characterization of scandals that explicitly considers their potential benefits to transgressors. Although scandals are frequently considered to be undesirable to the targets or transgressors implicated, we develop four rationales by which a scandal can actually be beneficial to them. First, a scandal can propel an individual, organization or cause into the limelight and generate low‐cost publicity that can serve the target’s interest, e.g., by increasing the visibility and salience of a particular issue or providing them a platform to spin the scandal with the megaphone of mass media coverage. Second, a scandal target can choose to play the role of altruistic or self‐seeking scapegoat. Third, a scandal target can use a scandal as a smokescreen to divert attention from other more serious issues. Fourth, a scandal can serve as a way to disadvantage competitors or rivals. For each rationale, we suggest some conditions of its success. Anecdotal evidence and real‐world examples are also provided to illustrate and support these rationales.

Suggested Citation

  • Gilles Grolleau & Alain Marciano & Naoufel Mzoughi, 2020. "The Strategic Use of Scandals," Kyklos, Wiley Blackwell, vol. 73(4), pages 524-542, November.
    • Handle: RePEc:bla:kyklos:v:73:y:2020:i:4:p:524-542
    DOI: 10.1111/kykl.12249
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    References listed on IDEAS

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    Cited by:

    1. Wenshou Yan & Yan Cai & Xuan Guo, 2023. "How can trade partners be chosen when facing food scandals? China's milk scandal as a natural experiment," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 67(4), pages 603-635, October.
    2. Cynthia Assaf & Gilles Grolleau & Naoufel Mzoughi, 2023. "Transforming scandals into entrepreneurial opportunities: The case of the hospitality industry," Post-Print hal-04198173, HAL.
    3. Gilles Grolleau & Naoufel Mzoughi, 2022. "How research institutions can make the best of scandals – once they become unavoidable," Post-Print hal-03908837, HAL.

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