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When apologies work: How matching apology components to victims' self-construals facilitates forgiveness

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  • Fehr, Ryan
  • Gelfand, Michele J.

Abstract

Apologies are useful social tools that can act as catalysts in the resolution of conflict and inspire forgiveness. Yet as numerous real-world blunders attest, apologies are not always effective. Whereas many lead to forgiveness and reconciliation, others simply fall on deaf ears. Despite the fact that apologies differ in their effectiveness, most research has focused on apologies as dichotomous phenomena wherein a victim either (a) receives an apology or (b) does not. Psychological research has yet to elucidate which components of apologies are most effective, and for whom. The present research begins to address this gap by testing the theory that perpetrators' apologies are most likely to inspire victim forgiveness when their components align with victims' self-construals. Regression and hierarchical linear modeling analyses from two studies support the primary hypotheses. As predicted, victims reacted most positively to apologies that were congruent with their self-construals.

Suggested Citation

  • Fehr, Ryan & Gelfand, Michele J., 2010. "When apologies work: How matching apology components to victims' self-construals facilitates forgiveness," Organizational Behavior and Human Decision Processes, Elsevier, vol. 113(1), pages 37-50, September.
    • Handle: RePEc:eee:jobhdp:v:113:y:2010:i:1:p:37-50
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    Cited by:

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    4. David Boyd, 2011. "Art and Artifice in Public Apologies," Journal of Business Ethics, Springer, vol. 104(3), pages 299-309, December.
    5. Kyeong Sam Min & Jae Min Jung & Kisang Ryu & Curtis Haugtvedt & Sathiadev Mahesh & John Overton, 2020. "Timing of apology after service failure: the moderating role of future interaction expectation on customer satisfaction," Marketing Letters, Springer, vol. 31(2), pages 217-230, September.
    6. Clarke, Samuel L. & Rhodes, Eric S., 2020. "Entrepreneurial apologies: The mediating role of forgiveness on future cooperation," Journal of Business Venturing Insights, Elsevier, vol. 13(C).
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    8. Reinders Folmer Christopher P. & Mascini Peter & Leunissen Joost M., 2019. "Rethinking Apology in Tort Litigation Deficiencies in Comprehensiveness Undermine Remedial Effectiveness," Review of Law & Economics, De Gruyter, vol. 15(1), pages 1-27, March.
    9. Luo, Anqi & Ye, Tian & Xue, Xunyue & Mattila, Anna S., 2021. "Appreciation vs. apology: When and why does face covering requirement increase revisit intention?," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
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    14. Honora, Andreawan & Chih, Wen-Hai & Wang, Kai-Yu, 2022. "Managing social media recovery: The important role of service recovery transparency in retaining customers," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    15. Jiachun Lu & Lutz Kaufmann & Craig R. Carter, 2021. "How Informal Exchanges Impact Formal Sourcing Collaboration (and What Supply Managers Can Do about It)," Journal of Supply Chain Management, Institute for Supply Management, vol. 57(4), pages 26-62, October.
    16. van Gils, Suzanne & Horton, Kate E., 2019. "How can ethical brands respond to service failures? Understanding how moral identity motivates compensation preferences through self-consistency and social approval," Journal of Business Research, Elsevier, vol. 95(C), pages 455-463.
    17. ten Brinke, Leanne & Adams, Gabrielle S., 2015. "Saving face? When emotion displays during public apologies mitigate damage to organizational performance," Organizational Behavior and Human Decision Processes, Elsevier, vol. 130(C), pages 1-12.
    18. Molnar, Andras & Chaudhry, Shereen J. & Loewenstein, George, 2023. "“It’s not about the money. It’s about sending a message!” Avengers want offenders to understand the reason for revenge," Organizational Behavior and Human Decision Processes, Elsevier, vol. 174(C).
    19. Fan, Sijia & Ge, Qi & Ho, Benjamin & Ma, Lirong, 2023. "Sorry Doesn't Cut It, or Does It? Insights from Stock Market Responses to Corporate Apologies," Journal of Economic Behavior & Organization, Elsevier, vol. 205(C), pages 68-86.
    20. Joseph A. Allen & Emilee Eden & Katherine C. Castro & McKaylee Smith & Joseph E. Mroz, 2023. "“So, Why Were You Late Again?”: Social Account’s Influence on the Behavioral Transgression of Being Late to a Meeting," Merits, MDPI, vol. 3(3), pages 1-19, July.
    21. Daryl Koehn & Maria Goranova, 2018. "Do Investors See Value in Ethically Sound CEO Apologies? Investigating Stock Market Reaction to CEO Apologies," Journal of Business Ethics, Springer, vol. 152(2), pages 311-322, October.
    22. Holger Roschk & Susanne Kaiser, 2013. "The nature of an apology: An experimental study on how to apologize after a service failure," Marketing Letters, Springer, vol. 24(3), pages 293-309, September.
    23. Wei, Chuang & Liu, Maggie Wenjing & Keh, Hean Tat, 2020. "The road to consumer forgiveness is paved with money or apology? The roles of empathy and power in service recovery," Journal of Business Research, Elsevier, vol. 118(C), pages 321-334.
    24. Saif Mir & Misty Blessley & Zach Zacharia & John Aloysius, 2022. "Mending fences in a buyer–supplier relationship: The role of justice in relationship restoration," Journal of Supply Chain Management, Institute for Supply Management, vol. 58(3), pages 23-46, July.

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