Finally, we consider practical implications for leaders, proposing that anticipating and managing the consequences of misalignment will be more effective than trying to avoid it altogether. We discuss how our model can inform unanswered questions, such as why people fail to practice what they preach despite the risk of negative consequences. Electrical process by which information travels transmits through length of an axiom. Intensity at which one can detect a given stimuli 50 of the time. Our model integrates disparate research findings about factors that influence how audiences react to misalignment, and it clarifies conceptual confusion surrounding word-deed misalignment, behavioral integrity, and hypocrisy. We could not fit all of the terms here but many of the major psychology definitions are included. This paper presents a new model of when and why audiences respond negatively to those who “say one thing but do another.” We propose that audiences react negatively if they (a) perceive a high degree of misalignment (i.e., perceive low “behavioral integrity”), and (b) interpret such misalignment as a claim to an undeserved moral benefit (i.e., interpret it as hypocrisy). Yet the interpersonal consequences of such misalignment are not always severe, and are sometimes even positive. Misalignment between words and deeds can invite harsh interpersonal consequences, such as distrust and moral condemnation, which have negative knock-on effects throughout organizations. A year ago, and during a time many were predicting a ‘return to normalcy in 2022’, we warned that 2022 would in fact get darker and it was important to ‘find lights’ and ‘hang around those lights’. It is not always possible for leaders, teams, and organizations to practice what they preach. Every year between Christmas and New Years Day we release a community message for the year ahead.
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