Should Firms Apologize After a Crisis? the Moderating Role of Negative Publicity

Zack Mendenhall, McGill University, Canada
Ashesh Mukherjee, McGill University, Canada
Firms often apologize to consumers after product crises. Prior work suggests that apologies improve customer’s attitude towards the firm. The present research shows that apologies only work when negative publicity surrounding the crisis is low. When negative publicity is high, firm apologies do not improve attitude towards the firm.
[ to cite ]:
Zack Mendenhall and Ashesh Mukherjee (2012) ,"Should Firms Apologize After a Crisis? the Moderating Role of Negative Publicity", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1134-1134.