Damage Control
研究了企业在欺骗性广告曝光后如何通过电视道歉等方式恢复消费者信任，以葛兰素史克公司为例。
<h3>ABSTRACT</h3> Deceptive claims in advertising can cause serious damage to a firm9s reputation. Prior research revealed that consumers who recognized deception in an advertisement in turn generally would develop a negative perception of advertising. The authors explore the issue of how a company can recover consumer trust after being caught in a deceptive advertising episode. In particular: GlaxosmithKline, among the world9s largest pharmaceutical companies by turnover, pleaded guilty in 2007 in a New Zealand court to making misleading health claims relating to Ribena blackcurrant fruit drink. Lessons are derived from this high-profile case and the company9s attempts to recover its reputation by means of television apology.