Regrets, I'd add a few Why longer words and more syllables are key to sincere apologies

Calling the contrite: are you very sorry, or are you extremely remorseful? Do you see that what you did was very wrong, or have you recognised that it was exceedingly reprehensible?

- Esther Addley

When it comes to expressing regret, syllables matter. That was the conclusion of a new study into the perceived sincerity of apologies, which found that we find it more meaningful if the apologiser has used longer words. That is owing to the perceived extra effort the guilty party is putting in, concluded researchers - even if the effort extends no further than using a slightly more elaborate word.

So how to do it well? Plenty of examples offer lessons.

The overscripted apology

When the actors Ashton Kutcher and Mila Kunis wrote letters to request a lighter sentence for their “role model” former costar Danny Masterson, who had been convicted of rape, it was damaging enough. The carefully worded video apology that followed, alternating line by line between them, seemingly only made things worse. “We are aware of the pain that has been caused ...” he opened. “We support victims ...” she continued. Many concluded they perhaps weren’t particularly sorry.

The gushing apology