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The Conversation USA

Investors prefer ‘I’ over ‘we’ when CEOs apologize

  • Written by Prachi Gala, Associate Professor of Marketing, Kennesaw State University

When corporate crises hit, the public looks to the CEO. From product recalls to workplace discrimination, to customer mistreatment scandals, CEOs are often thrust into the spotlight and forced to apologize.

But do the exact words they choose really matter?

I’m a professor of marketing, and my preliminary research suggests the answer is yes. In...

Read more: Investors prefer ‘I’ over ‘we’ when CEOs apologize

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