Sorry seems to be the hardest word: cultural differences in apologizing effectively

Abstract

Apologies can have desirable effects on the reduction of anger and may foster forgiveness. Yet, we know little about the effectiveness of apologies across different cultures. In this research, we distinguished two important components of apologies: admission of blame by the self and the expression of remorse for the plight of the other. We investigated how these two components resonate with cultural values associated with dignity and honor. Results revealed that although an apology increased forgiveness in both cultures, honor-culture members tended to forgive less and retaliate more than dignity-culture members, after an apology. This cultural difference was mediated by the extent to which honor-culture (vs. dignity-culture) members perceived the apology to express (less) remorse and thus be (less) sincere.