costly apology의 효과

 

 

 

 

 

Uber riders who experienced late trips were emailed various kinds of apologies with or without a $5 coupon for future trips (a control group got nothing at all.)

Results showed that how an apology was worded didn't matter; what counted was whether people got a coupon. Those who did increased their spending on the platform relative to customers in the control group, and the benefit was still in evidence three months later - whereas any increase following a nonpecuniary apology was short-lived. This happened, the researchers say, because a "costly apology" signals truthworthiness, whereas a standalone "I'm sorry" comes across as cheap talk.