A take on forgiveness from a branding perspective

"In a series of experiments, the researchers found that a narcissistic and superior attitude is a stronger predictor of "unforgiveness" than any other number of factors, including offense severity, concessions, and relationship commitment…

In the act of forgiving, we decrease our motivations to retaliate or estrange ourselves, and we are motivated instead by conciliation and goodwill…

The evidence seems to be that every problem we experience in a relationship, no matter how big or small, represents an opportunity to make the relationship stronger if we are able to show worthy intentions that convey both warmth and competence.”

The Human Brand, by Chris Malone & Susan Fiske (2013)