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Journal of the Indiana Academy of the Social Sciences

Document Type

Article

Abstract

This article examines the role that apologies play in situational crisis communication theory (SCCT) and focuses on a number of recent food-poisoning incidents. The article first establishes the importance of trust to firms with a marketing orientation, and the harm that comes when that trust is lost. This is followed by an overview of apologies versus pseudo-apologies and how both factor into the principles of SCCT. Finally, examples of five high-profile apologies related to food-poisoning incidents are provided and the way that the principles of SCCT were applied in each instance, along with the outcome, is explored.

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