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The interplay of typeface and apology source in shaping sincerity and forgiveness

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  • Xiang, Ruojia
  • Park, Hyun Jung

Abstract

This study examines how typefaces influence consumer responses in text-based brand apologies. Three experiments demonstrate that handwritten typefaces, compared with machine-written typefaces, can enhance perceived sincerity and willingness to forgive. The source of the apology moderated the impact of handwritten typeface on forgiveness. When an individual, such as a CEO, issued a handwritten apology, it enhanced perceived sincerity; conversely, when an apology was issued by an official source, such as a company or brand, the effect of the handwritten typeface disappeared. The results indicate that matching the apology typeface to the source enhances perceived sincerity, and such source–style congruence can improve crisis recovery effectiveness in text-based digital environments.

Suggested Citation

  • Xiang, Ruojia & Park, Hyun Jung, 2026. "The interplay of typeface and apology source in shaping sincerity and forgiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 90(C).
    • Handle: RePEc:eee:joreco:v:90:y:2026:i:c:s096969892500476x
    DOI: 10.1016/j.jretconser.2025.104697
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