Is Apology the Best Policy? An Experimental Examination of the Effectiveness of Image Repair Strategies During Criminal and Noncriminal Athlete Transgressions

Abstract

Through the use of a 2 × 3 factorial experiment, the researcher examined the effects of response strategies on an athlete’s perceived image after they provide a response when faced with a criminal or a noncriminal transgression. Results showed that the attacking the accuser strategy was just as effective as the mortification strategy in the repair of the athlete’s image overall, as well as when the athlete is faced with a criminal transgression; the bolstering strategy was also the least effective strategy, regardless of the type of transgression. Implications for the experimental examination of response strategies and for strategic communication practitioners are provided.

Keywords

athlete image repair strategic communication experimental design mortification (apology)criminal vs. noncriminal

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