Apologies do make a difference. Believe it or not, research shows people often prefer them over money.
David D. BurnsDespite their differences, pride, shame, and guilt all activate similar neural circuits, including the dorsomedial prefrontal cortex, amygdala, insula, and the nucleus accumbens. Interestingly, pride is the most powerful of these emotions at triggering activity in these regions - except in the nucleus accumbens, where guilt and shame win out. This explains why it can be so appealing to heap guilt and shame on ourselves - they're activating the brain's reward center.
David D. BurnsIf a hungry lion suddenly appeared, you'd be terrified. So terrified you'd probably run away. Great, fear's doing its job. But you might get so afraid that you lock up and can't move. This would be very bad. Guilt's the same. It can prevent you from fixing the situation, make you feel so bad you can't function at 100% and even lead to more guilt-provoking bad behavior.
David D. Burns