Leader Apologies: How Content and Delivery Influence Sincerity Appraisals
Tessa E. Basford

Abstract
How can organizational leaders repair their images following a wrongdoing? While research highlights the general effectiveness of apology as a remedial self-presentation strategy, investigation into follower perceptions of leader apology is lacking. The present study offers the first formal, comprehensive examination into how the content and delivery of leader apologies influence follower appraisals of sincerity. Findings reveal eight components of apology content, nine elements of apology delivery, and two post apology actions that followers attend to in forming attributions of leader apology sincerity and insincerity. Important implications and future directions are discussed.

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