Open UTDAcademic Journal Reviews
10.1093/jcr/ucaf064
ArticleJournal of Consumer Research

Are Apologies Always the Best Policy? Apologies for Service Failures Backfire When Consumers Are Not Aware of the Failure

Mason R Jenkins ORCID ↗Paul W FombelleMary Steffel
2026Volume 53 · Issue 1pp. 1-21
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