Sorry by Size: How the number of apologizers affects apology effectiveness

Abstract

Company apologies require apologizers, which can take the form of one person or multiple people. Does the number of apologizers influence how consumers interpret and respond to that apology? The current research suggests that a single apologizer proves more effective than multiple apologizers because consumers tend to have a stronger empathic response towards one person than towards multiple people. Across one archival study and four experiments, a single apologizer (relative to multiple apologizers) garners higher stock returns (study 1), elicits a higher rate of behavior indicative of acceptance of the apology (study 2), and more readily facilitates consumer forgiveness of the company, perceived company integrity, and satisfaction with the apology (studies 3-5). This effect is mediated by empathy for the apologizer (studies 4 and 5), and the benefit for a single apologizer dissipates when consumers perceive multiple apologizers as entitative, united members (study 5). Contributions and implications are discussed.