The purchase or receipt of gifts by consumers is an area loaded with intention and expectation and one that is highly influenced by the way in which such gestures are pitched.
This should provide food for thought for retailers seeking to build up customer loyalty or for consumers seeking to repair previous errors. “Saying it with flowers” does not necessarily offer any guarantees.
RSM Discovery Magazine Collection
RSM Discovery - Management Knowledge
Department of Marketing Management

Straeter, L. (2017). Do apologies and favours make for happy consumers?. RSM Discovery - Management Knowledge, 32(4), 20–22. Retrieved from