Document Type
Report
Key Takeaways
CEO gender and type of apology communicated about product failures can impact consumer perceptions. • When female CEOs communicate full responsibility for a product failure, consumers have the highest future purchase intentions. • Female CEOs who are perceived as more competent and independent had stakeholder responses less tied to the type of apology.
Publication Date
2021
Source
Cowen, A. P., & Montgomery, N. V. (2020). To be or not to be sorry? How CEO gender impacts the effectiveness of organizational apologies. Journal of Applied Psychology, 105(2), 196.
Disciplines
Business
Copyright
© 2021, University of South Carolina
Publication Info
Cowen, A. P., & Montgomery, N. V. (2020). To be or not to be sorry? How CEO gender impacts the effectiveness of organizational apologies. Journal of Applied Psychology, 105(2), 196., 2021.
