I’ll presume this is synonymous with ‘self-esteem’, which is my preferred term.
People are always seeking to improve their sense of self-esteem, because without it comes anxiety and depression.
Self-esteem is entirely based on subjective beliefs and perceptions. It can be fomented in early socialisation, simply from people treating you better and telling you how great you are all the time.
Having lots of money can improve self-esteem.
Getting lots of sex can improve self-esteem.
Having a job you love can improve self-esteem.
When the above things are not an option, people turn to other outlets for improving self-esteem:
Religion is the most common outlet for improving self-esteem, because it bestows a meaning for one’s existence, and offers community with like-minded people sharing the same beliefs.
Nationalism and patriotism have a similar effect to religion.
Sports fandom.
Celebrity-worship.
Intellectual pursuits. Hobbies. Bodybuilding. Getting fit. Voluntary-work.
Pretty much anything could work—even anti-social and criminal behaviours, like becoming a meth producing drug kingpin.
I don’t know about the efficiacy of Lerner’s suggestion, but I suppose one could derive meaning and a feeling of satisfaction from giving heartfelt apologies. You’d just need a lot of things to apologise for, which seems a bit weird to me.