The Art of the ApologyThe Structure and Effectiveness of Apologies in Trust Repair

Abstract Apologies are a common method for restoring broken trust. Yet research and practice has been both conflicted and inconclusive as to the critical elements of an effective apology. The authors review past research on the role of apologies in trust repair, including evaluation of essential components and key moderators that determine their effectiveness. A comprehensive framework for apology structure is proposed, as well as three essential moderators. The paper then ‘tests’ this framework against the actual apologies of several well-known public individuals and companies who have committed major trust violations. The chapter concludes with discussion of these ‘case studies’ and an agenda for future research.