Abstract: It is tricky about using single or plural first person pronoun in a brand owner's apology and so far few studies have made any constructive attempt in this regard.Based on Stereotype Theory,the current research finds that single first person pronoun used in an apology for competence issue tends to be better received than plural first person pronoun.By contrast,plural first person pronoun used in an apology for integrity issue tends to be better received than single first person pronoun.This research also finds that such effect is mediated by customers' personified perception toward a brand.To be specific,single first person pronoun is better able to evoke customers' personified perception than plural first person pronoun and such difference leads to distinct customer expectation toward a brand owner's integrity and competence.This research not only enriches the theoretical implications of personification,but also enables practitioners to better manage customer perception through communication.

Key words: personification, brand-related error, behavioral control, apologize, pronoun