Fostering Social Cohesion in Post‐Conflict Societies: The Power of Normative Apologies in Reducing Competitive Victimhood and Enhancing Reconciliation and Intergroup Negotiation

ABSTRACT The present research investigated whether a normative outgroup apology enhances conciliatory attitudes (i.e., willingness for intergroup contact and feelings of peace) and intergroup negotiations while reducing competitive victimhood. In three experiments ( N = 855) conducted in the post‐conflict context of Kosovo, we manipulated the normative apology by informing participants that the majority of outgroup members (i.e., Serbs) apologized for the Kosovo war. We compared this normative apology condition with an institutional apology, in which a Serbian representative apologized for the Kosovo war on behalf of the Serbian government (in all experiments), and a control (i.e., baseline) condition in which no apology‐related information was presented (Experiments 1 and 2). Overall, the results showed that participants in the normative apology condition reported greater willingness for contact with outgroup members, increased feelings of peace, greater support for intergroup negotiations, and reduced competitive victimhood compared to participants in other conditions. In addition, Experiment 3 revealed that outgroup humanization mediated the effect of normative apology on conciliatory attitudes, intergroup negotiations and competitive victimhood. In sum, these findings showed that normative apologies play a critical role in improving intergroup relations and reducing conflict‐related tensions.