This study explores the interactive relationship between apology, as a crisis-response strategy used in the current Toyota recall crisis, and product involvement in influencing the restoration of the organization’s reputation and customers’ future purchase intentions. The authors measured the impact of the interaction between participants’ perception of an apology and their product-involvement levels using a 2 (perception of apology: high sincerity vs. low sincerity) × 2 (product involvement: high vs. low) experiment design. The results showed that an apology was an effective strategy for repairing the organization’s reputation for those participants who were highly involved and perceived the strategy as highly sincere, but it did not increase their purchase intentions.

The BP oil spill in the Gulf of Mexico is widely recognized as the worst oil spill in international history (Oceana: Protecting the World's Oceans, n.d.). Within days of the April 20, 20 Deepwater Horizon oil rig that had killed 11 people, remote underwater cameras revealed the BP pipe was leaking oil and gas on the ocean floor about 42 miles off the coast of Louisiana ( National Museum of Natural History, n.d.). Since the explosion, teams of researchers and scientists have begun studying the disaster and its impacts.