She found that admissions of guilt and remorse provide plaintiffs and “wronged” parties a sense of satisfaction, fairness, and forgiveness that enable settlement and reduce monetary damage awards.
Robbbenolt asked more than 550 volunteers to serve as “plaintiffs” in an experimental scenario, then to report their reactions to “settlement levers” including:
- Reservation prices,
- “Fair” settlement amounts.
Apologies enabled injured parties to modify their perceptions of the situation and the “offender,” and to become more willing to participate in settlement discussions.
In addition, apologies changed the values injured parties’ assigned to settlement levers, so there was increased likelihood of settling the “case.”
The type of apologies and situational context affect the likelihood of case settlement.
Apologies that acknowledge responsibility and “blame” are more influential than apologies that express only sympathy.
Acknowledging accountability reduces the injured party’s anger, increases willingness to accept a settlement, and moves toward tangible and emotional “closure.”
Apologies are a well-known tactic to handle complaints in customer service settings, where “every complaint is a gift,” according to Janelle Barlow of TMI and Claus Møller.
They view complaints as valuable feedback that points out a gap between customer requirements and business performance.
In addition, complaints indicate needed changes in products, services, and market focus.
Medical settings have found that apologies have averted medical malpractice cases, sped settlement, and reduced financial awards, according to Cornell’s Benjamin Ho.
Although volunteer plaintiffs in Robbenholt’s study responded favorably to apologies, another of her studies demonstrated that lawyers express concern that apologies are an admission of guilt that can be used to leverage bigger settlements.
The power of apology has been acknowledged in at least thirty-five U.S. states, where statutes make some apologetic statements inadmissible at trial.
-*How do you determine when apologies are likely to repair a relationship and lead to “closure”?
-*What are the signs that apologies can deepen an interpersonal rupture?
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