Rethinking Crisis Response: Cross-Cultural Insights From Comparing American and Korean Corporate Apologies

Abstract

This study qualitatively and quantitatively compared 80 American and Korean apology statements during corporate crises to (1) deductively test Benoit’s image restoration theory, (2) inductively develop new crisis strategies through an empirical exploration of different cultural contexts, and (3) examine how cultural differences play into corporate apologia. To accomplish the objectives, the study qualitatively and quantitatively compared Korean and American apologies by testing and expanding Benoit’s image restoration theory (IRT) under multicultural contexts. As a result, gratifying consumers and appealing sincerity were added to the original 5 strategies of IRT. The study also revealed that even though denial was absent in both cultures, American apologies more frequently used evading responsibility and reducing offensiveness, whereas Korean apologies implemented more corrective action, gratifying consumers, and appealing sincerity.