“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.


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.


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


NA - Advances in Consumer Research Volume 40 | 2012

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