Overcoming unintended consequences of social impact accountability: How to avoid counterproductive responses of individuals and groups in organizations

This contribution aims to explain when and why policies that increase social accountability are likely to have unintended and counterproductive effects on the social performance of organizations. The Behavioral Regulation Model applies insights from social identity theory to recent research on moral psychology. This elucidates that deep concerns about social approval for one's morality and good intentions, raise “the paradox of morality”: The motivation to signal endorsement of social values and good intentions prompts people to justify and defend shortcomings in these domains, instead of addressing them. We demonstrate how this approach and research supporting it can help recognize and understand a range of defensive responses organizations and their representatives are likely to show. Subsequently, we specify how policymakers, regulators, and other stakeholders can circumvent these counterproductive effects and help people in organizations to show more constructive responses toward social impact improvement.