Consumers like talking and writing about products, sharing experiences and thoughts, especially if these are negative or disappointing. Expressing their frustration help them digesting the unsatisfactory feeling. Companies, therefore, need to find ways to help consumers deal with their frustration but not impacting their overall attitude toward the product. The present study investigates the relative superiority of complaining vs. a new tool for airing frustrations with products, the expressive writing paradigm (Pennebacker 1997). Across two experimental between-subject studies, we find support that consumers who write their disappointment expressively have an higher product evaluation compared to customers that do not express their disappointment (Study 1). Moreover, as Study 2 shows, writing expressively brings consumers to have an higher product evaluation than complaint writing.

Recipients determine the final success, or failure, of a gift. However, despite their importance in the gift exchange, their role has been underinvestigated. Through two experimental designs, we examined relational consequences (i.e. perceived strength of the relationship, and reciprocity) of online personalized gifts, and the moderating role of closeness with the giver and relationship-specific anxiety. Findings revealed that the relationship is perceived as stronger when the personalized gift comes from a non-intimate friend and recipients reported more willingness to reciprocate to an acquaintance. Moreover, the personalized gift reinforces relationship with low anxiety, while increases embarrassment in the high anxiety relations.