Evidence suggests that apology may be positively correlated with compensation. The Pearl Outlet, an online retailer, noticed that some customers, invariably men, presented pearls as part of an apology, usually to wives and girlfriends. The company wanted to know more about this relationship between pearl giving and apology. If there really was a correlation, its next marketing campaign would be a no-brainer: "Say you're sorry with pearls!"rnThe company commissioned a formal study of over 8,000 customers.
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