Factors in Reader Responses to Negative Letters: Experimental Evidence for Changing What We Teach

Kitty O. Locker The Ohio State University

Abstract

This article summarizes the scholarly discussion about negative messages and reports the results of two pretests and two experiments using negative letters. The results show that buffers did not significantly affect college students' responses to simulated letters refusing credit and denying admission to graduate school and that strong resale was counterproductive. Students responded least favorably to rejection when they were surprised by it and when their other options were limited. On the basis of these experiments and the published literature, the author recommends that negative letters normally begin with the reason for the refusal. If the reason makes the company look good, then it should be spelled out in as much detail as possible. If an alternative or a compromise exists, then the writer should suggest it. Although a positive ending is not necessary, if one is used, then a bland positive is better than a strong one, especially in letters to clients or customers.

Journal
Journal of Business and Technical Communication
Published
1999-01-01
DOI
10.1177/105065199901300101
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Citation Context

Cited by in this index (14)

  1. Business and Professional Communication Quarterly
  2. Business and Professional Communication Quarterly
  3. Business and Professional Communication Quarterly
  4. Journal of Business and Technical Communication
  5. Journal of Business and Technical Communication
Show all 14 →
  1. Journal of Business and Technical Communication
  2. Journal of Business and Technical Communication
  3. Technical Communication Quarterly
  4. Journal of Business and Technical Communication
  5. IEEE Transactions on Professional Communication
  6. Journal of Business and Technical Communication
  7. IEEE Transactions on Professional Communication
  8. Journal of Business and Technical Communication
  9. Journal of Business and Technical Communication

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