Abstract

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.

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Additional Information

ISSN
1940-5073
Print ISSN
1558-4313
Pages
pp. 149-175
Launched on MUSE
2012-03-23
Open Access
No
Archive Status
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