LeBron James and “The Decision”: An Empirical Examination of Image Repair in Sports

This study looks at LeBron James’ “The Decision” broadcast in light of the effects it had on James’ image and evaluates potential steps to his image repair. The researchers review the previous literature on apologia theory and image repair, discuss LeBron James’ “decision” in particular, and conduct an experiment that will illustrate which image repair tactic would be most beneficial for James in this case. Results found that using the mortification strategy significantly improved James’ image, while the shifting the blame and bolstering strategies hurt James’ image.