US EditionWhen Gifts Sting: Self-Improvement Presents May Spark Backlash and Bad Reviews
The study shows self-improvement gifts can cause hurt feelings and trigger negative reviews, with 1,340 participants confirming this effect across five experiments.
- Published in the Journal of Retailing, the study by Linnæ Chapman and Farnoush Reshadi finds self-improvement gifts often make recipients feel judged and lead to negative online reviews.
- Because these presents imply a shortcoming, researchers say givers’ positive intentions can threaten consumers’ need to be valued unconditionally, causing emotional harm rather than gratitude.
- In five experiments, researchers tested gifts like a 'Get Lean' weight-loss tea and a 'Communications Skills' calendar, finding recipients rated them lower unless they bought the items themselves.
- The study warns retailers to avoid reputational hits ahead of the holiday gift-giving season by shifting self-improvement promotions to January and adding personal notes or small incentives.
- With the market set to grow to $67 billion by 2030, one-star reviews can deter hundreds of potential customers, creating significant risk for brands and potential customers in the self-improvement goods market.
24 Articles
24 Articles
When gifts sting: Self-improvement presents may spark backlash and bad reviews
New research from FIU Business shows that well-intended presents like weight-loss teas or gym memberships can unintentionally send the wrong message—and ultimately trigger negative online reviews that hurt brands.
Study shows some holiday gifts can backfire - leading to hurt feelings, bad reviews
MIAMI, Nov. 21, 2025 /PRNewswire/ -- New research from FIU Business shows that well-intended presents like weight-loss teas or gym memberships can unintentionally send the wrong message – and ultimately trigger negative online reviews that hurt brands.
Study shows some holiday gifts can backfire - leading to hurt feelings, bad reviews
MIAMI, Nov. 21, 2025 /PRNewswire/ -- New research from FIU Business shows that well-intended presents like weight-loss teas or gym memberships can unintentionally send the wrong message – and ultimately trigger negative online reviews that hurt brands.
Study shows some holiday gifts can backfire - leading to hurt feelings, bad reviews
MIAMI, Nov. 21, 2025 /PRNewswire/ -- New research from FIU Business shows that well-intended presents like weight-loss teas or gym memberships can unintentionally send the wrong message – and ultimately trigger negative online reviews that hurt brands.
Study shows some holiday gifts can backfire - leading to hurt feelings, bad reviews
MIAMI, Nov. 21, 2025 /PRNewswire/ -- New research from FIU Business shows that well-intended presents like weight-loss teas or gym memberships can unintentionally send the wrong message – and ultimately trigger negative online reviews that hurt brands.
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