Degree Type

Thesis

Date of Award

2011

Degree Name

Master of Science

Department

Greenlee School of Journalism and Communication

First Advisor

Suman Lee

Abstract

This study investigates how corporate apologies can relieve the level of public anger under a crisis situation. A total of 147 undergraduate students read a fictional news story depicting an oil spill accident and they read one of four corporate apology statements as a combination of responsibility admittance (active vs. passive) and sympathetic expression (high vs. low). People's anger levels toward the company were measured before and after reading apology statement and compared. This study found that an apology statement with active responsibility is more likely to relieve public anger than that with passive responsibility. However, there was no significant difference on public anger relief between the group who read highly sympathetic apology and the one who read low sympathetic apology. There was no interaction effect between responsibility admittance and sympathetic expression of corporate apology on public anger relief.

DOI

https://doi.org/10.31274/etd-180810-914

Copyright Owner

Surin Chung

Language

en

Date Available

2012-04-06

File Format

application/pdf

File Size

75 pages

Included in

Communication Commons

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