Professor Jennifer Robbennolt's research on apologies was recently referenced in a ConversionXL blog post about the importance of businesses making apologies. One study that she conducted gauged the reaction of survey respondents when they heard an apology throughout hypothetical injury-settlement cases.

"The apology fulfills some of the goals that triggered the suit, such as a need for respect, to assign responsibility and to get a sense that what happened won’t happen again. So receiving an apology can reduce financial aspirations and make it possible for parties to enter into discussions about settlement," she said.

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