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

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.



Citation:

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.

Authors

Zack Mendenhall, McGill University, Canada
Ashesh Mukherjee, McGill University, Canada



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Social Class and Prosocial Behaviors

Yan Vieites, Brazilian School of Public and Business Administration, Brazil
Eduardo B. Andrade, FGV / EBAPE
Rafael Burstein Goldszmidt, Brazilian School of Public and Business Administration, Brazil

Read More

Featured

F8. Dual Routes for Consumer Responses to Corporate Social Responsibility: The Role of Positive Moral Emotions, Attitudes, and Empathy

Chunyan Xie, Western Norway University of Applied Sciences
Richard P. Bagozzi, University of Michigan, USA

Read More

Featured

Consumers’ Attribution of Mind to Possessions as an Impediment to Sharing

*Chi Hoang, Norwegian School of Management, Norway
Klemens Knoferle, Norwegian School of Management, Norway
Luk Warlop, Norwegian School of Management, Norway
aradhna krishna, University of Michigan, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.