“I Apologize. I Understand Your Concerns”: When an Empathetic Apology Works

When is the best time to offer an empathetic apology? Across four experiments, we consistently show that consumers respond more positively to an offender’s apology that is offered after they have their concerns heard, when they have a high, rather than low, expectation to interact with the same offender.



Citation:

Kyeong Sam Min, Jae Min Jung, and Kisang Ryu (2012) ,"“I Apologize. I Understand Your Concerns”: When an Empathetic Apology Works", 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: 939-940.

Authors

Kyeong Sam Min, University of New Orleans, USA
Jae Min Jung, California State Polytechnic University at Pomona, USA
Kisang Ryu, Sejong University, Korea



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Can Implicit Theory Influence Construal Level?

Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada

Read More

Featured

Proximity Bias: Interactive Effects of Event Valence and Event Nearness on Probability Estimates

Jennifer Seok Hwa Hong, New York University, USA
Chiara Longoni, Boston University, USA
Vicki G. Morwitz, New York University, USA

Read More

Featured

Slow and Steady versus Fast and Furious: The Effect of Speed on Decision Making

Ellie Kyung, Dartmouth College, USA
Yael Shani-Feinstein, Ben Gurion University, Israel
Jacob Goldenberg, IDC

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.