The importance of apologizing for organizational transgressions : lessons from the 2008 Maple Leaf meat recall

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dc.contributor.advisor Kelloway, E. Kevin
dc.creator Cannon, Michael 2011-06-24T18:16:00Z 2011-06-24T18:16:00Z 2009
dc.identifier.other BF575 A75 C36 2009
dc.description vii, 75 leaves : ill. ; 29 cm. en_CA
dc.description Includes abstract.
dc.description Includes bibliographical references (leaves 68-75).
dc.description.abstract In August of 2008, Maple Leaf Foods, Canada's largest meat processor / distributor, initiated a nation-wide recall following reports of contaminated products. On the day of the recall, Maple Leafs CEO issued a video message, accepting responsibility for the outbreak and apologizing to those who had been hurt. This study investigated how Maple Leafs apology affected consumer forgiveness, as well as their perception of the CEO's level of transformational leadership (TFL). Our results suggest that a complete apology, in fact, consists of two components: contrition and restoration. Contrition predicted psychological forgiveness in a relationship partially mediated by TFL and the level of blame. The effects of restoration on forgiveness were fully mediated by TFL. Restoration was a direct predictor of purchasing Maple Leaf products after the recall The effects of contrition were fully mediated by psychological forgiveness. These results provide direct empirical support that leaders finding themselves in similar situations stand to benefit from offering a complete apology during an organizational crisis. en_CA
dc.description.provenance Submitted by Dianne MacPhee ( on 2011-06-24T18:16:00Z No. of bitstreams: 0 en
dc.description.provenance Made available in DSpace on 2011-06-24T18:16:00Z (GMT). No. of bitstreams: 0 Previous issue date: 2009 en
dc.language.iso en en_CA
dc.publisher Halifax, N.S. : Saint Mary's University en_CA
dc.subject.lcc BF575.A75
dc.subject.lcsh Maple Leaf Foods
dc.subject.lcsh Apologizing
dc.subject.lcsh Leadership
dc.subject.lcsh Crisis management
dc.subject.lcsh Corporations -- Public relations
dc.subject.lcsh Business communication
dc.title The importance of apologizing for organizational transgressions : lessons from the 2008 Maple Leaf meat recall en_CA
dc.type Text en_CA Master of Science in Applied Psychology Masters Psychology Saint Mary's University (Halifax, N.S.)
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