Sunstein: In Politics, Apologies Are for Losers

Discouraging:

Suppose that a public figure has said or done something that many people consider offensive, outrageous or despicable — for example, lied about his military service or insulted people’s religious convictions. Should he apologize?

Let’s assume that his goal is not to be a good person, but only to improve his standing — to increase the chance that he will be elected, get confirmed by the Senate or keep his job.

Recent evidence converges on a simple answer: An apology is a risky strategy.

A case in point, now receiving reconsideration as a result of recent reporting in The New Yorker about the allegations against Al Franken. In response to claims of inappropriate physical contact with several women, Mr. Franken, then a member of the Senate, publicly apologized. But the apology did not appear to do him much good, and it might have fanned some flames. Soon after apologizing, he was forced to resign.

Mr. Franken’s post-apology experience may not be so exceptional. According to recent surveys that I have conducted, apologies do not increase support for people who have said or done offensive things.