Appropriateness and effectiveness of image repair strategies

This study investigates utterances designed to restore a damaged reputation. A typology of image repair strategies is described and perceptions of the appropriateness and effectiveness of these strategies in face‐threatening interpersonal situations are investigated. Specifically, this study helps to correct a limitation of previous studies. Rather than compare accounts at a general level (excuses, justifications) using examples of particular strategies, this study compared fourteen specific image restoration strategies. Mortification (apologies, concessions) and corrective action were perceived as more effective and appropriate than other strategies. Bolstering, minimization, provocation, and denial were rated as least effective and appropriate.