Why Politicians Won't Apologize: Communication Effects in the Aftermath of Sex Scandals

A startling feature of the countless recent sex scandals involving politicians has been the almost complete lack of public apologies. This note explores the electoral incentives politicians face when crafting communication strategies in the aftermath of sex scandals. We focus on two communication strategies – denials and apologies – and assess their impact on incumbent support across a wide range of scandals that vary in terms of the seriousness of the charges as well as the availability of evidence. Using data from a series of survey experiments, including over 10,000 respondents we find that citizens punish incumbents who apologize, even in the case of accusations that appear the least serious in the eyes of voters. Moreover, apologies fail to generate political support compared to denials, even in cases when voters are exposed to evidence. This suggests that in most cases apologies are simply not politically viable communication strategies.