RIESMAN'S CHARACTER TYPOLOGY AND MUSICAL PREFERENCES

Researchers analyzed YUM(!) Brand/Kentucky Fried Chicken's (KFC's) response to the People for the Ethical Treatment of Animals' (PETA's) KFC cruelty campaign in order to add a new component to the current organizational deviance literature related to how corporations defend themselves against attacks. KFC's reaction to PETA's attempts to label it deviant is a unique pattern of response we dub strategic interaction, in which each tactic used by PETA is met with a new and adaptive response by KFC. After an extensive campaign, PETA was still unable to succeed at changing KFC's policies. We attempt to explain PETA's lack of success in terms of superficial appeasement and appropriation. Superficial appeasement is a newly identified stalling tactic, which may provide organizations with the time they need to create a history of corporate responsibility in response to accusations of deviance. Appropriation involved KFC's co-optation of a joint panel that was intended to facilitate dialogue between the two organizations, but instead became almost entirely filled with panelists sympathetic to KFC's existing corporate policies, a technique that may facilitate other corporations attempting to defend themselves.