New FIU Research Shows Some Gifts Can Backfire, Leading to Hurt Feelings and Bad Reviews.
New research from FIU Business suggests that well-intended gifts such as weight-loss teas or gym memberships can unintentionally send the wrong message – and even trigger negative online reviews that hurt brands.
Published in the Journal of Retailing, the study by Linnea Chapman, assistant professor of marketing and logistics at FIU Business, and Farnoush Reshadi, of Worcester Polytechnic Institute, finds that self-improvement gifts often make recipients feel judged rather than appreciated. Those emotions frequently spill over into consumer behavior.
“The intention may be positive, but these gifts can imply that you’re not good enough as you are,” Chapman said. “That can sting, and people take out their hurt feelings on the products, for example by giving them low star ratings.”
Across five experiments involving 1,340 participants, researchers compared reactions to self-improvement products with neutral alternatives. In one test, participants received a “Get Lean” weight-loss tea rather than Moroccan tea. In another, the gift was a “Communications Skills” calendar instead of a trivia-based “Did You Know?” calendar.
In every scenario, recipients of self-improvement gifts rated the products lower, spoke less positively about them, or were more likely to endorse negative online reviews. When participants purchased the same products for themselves, however, the effect disappeared.
The research identified “hurt feelings” as the key emotional trigger driving negative word of mouth.
“Gifts are supposed to signal love and generosity,” Chapman said. “But a self-improvement gift can threaten someone’s view of themselves as lovable and acceptable as they are. It challenges a very basic social need – to be valued without conditions.”
Chapman noted recipients often redirect that frustration toward the product and brand, using online reviews as a socially acceptable outlet for disappointment.
The findings carry a warning for retailers heading into peak gift-giving seasons. Self-improvement goods represent a $43 billion global market expected to grow to $67 billion by 2030, but promoting them as gifts may backfire. “A yoga mat in January says, ‘I’m motivated,’” Chapman said.
“A yoga mat under the Christmas tree might say, ‘You need to lose weight.’ When it comes to self-improvement products, it’s better to stick to buying them for yourself.”
To reduce reputational risk, the researchers recommend that retailers rethink timing and framing. They suggest shifting promotions for self-improvement items from November and December to January, spotlighting leisure products during the holidays and humanizing review requests with personal touches. Offering small incentives, such as modest gift cards, can also increase positivity and reduce the likelihood of low ratings.