Groups, such as governments and organizations, apologize for their misconduct. In the interpersonal context, the forgiveness-fostering effect of apologies is pronounced when apologizing entails some cost (e.g., compensating damage, canceling a favorite activity to prioritize the apology) because costly apologies tend to be perceived as more sincere than non-costly apologies (e.g., merely saying "sorry"). Since groups lack a mental state (e.g., sincere intention), this could arguably render a group apology ineffective. This research investigated the possibility that people ascribe intention to group agents and that offering a costly group apology is an effective means of fostering perceived sincerity. A vignette study (Pilot Study) showed that costly group apologies tend to be perceived as more sincere than non-costly group apologies. A subsequent functional magnetic resonance imaging study revealed that costly group apologies engaged the bilateral temporoparietal junction and precuneus more so than non-costly group apologies and no apology did. The bilateral temporoparietal junction and precuneus have been implicated in the reasoning of social/communicative intention. Therefore, these results suggest that although a group mind does not exist, people ascribe a mental state (i.e., sincere intention) to a group especially when the group issues a costly apology after committing some transgression.
Keywords: Costly apology; crisis communication; group apology; mental state inference.