Is “thank you” effective even in Japan where “sorry” may be preferred? Toward extending the Find‐Remind‐and‐Bind theory

The core idea of the find-remind-and-bind theory articulated by (Algoe, 2012, Social and Personality Psychology Compass, 6, 455) is that receiving expressed gratitude facilitates positive attitudes toward the expressor such as increased prosocial behaviour. The current study tries to observe the phenomena in Japan where apologies are sometimes used when people express gratitude. In this experimental study, 671 Japanese participants received expressions of gratitude, apologies, both, or neither (control condition) in exchange for their help. The results showed that expressed gratitude had the most positive effect compared to the control, apology and both conditions; that is, expressed gratitude most strongly facilitated the message receiver's prosocial behaviour, self-disclosure, predicted outcome values, and social worth. Expressed apologies showed a limited positive effect. A structural equation model further indicated that predicted outcome values and social worth functioned in unique ways to mediate the link between expressed gratitude and prosocial behaviour as well as self-disclosure.