The Components Of A Successful CEO Apology

Abstract

Although most research suggests that apologies are associated with positive outcomes, the relationship can be equivocal. An apology’s effectiveness is highly dependent on whether certain components are present. The current study investigates the effectiveness of various apology components proposed by Boyd (2011). Twenty-five CEO apologies were coded for seven components: revelation, recognition, responsiveness, responsibility, remorse, restitution, and reform. These apologies were then shown to 151 participants who rated their willingness to forgive and trust the apologizers. All components were significant except for responsibility.