Abstract

This article examines how Aristotelian rhetorical principles— ethos, pathos, and logos—can help manage social media outrage in complaint handling by translating them into defensive and accommodative response strategies commonly used in service recovery. Two online experiments evaluated four strategies for their effects on complainants’ moods: (a) blame-shifting; (b) promising action; (c) apologizing; and (d) a combination of empathy, apology, and promise. The results showed that accommodative strategies were more effective than defensive ones, with the combination of empathy, apology, and promise as the most effective. The findings suggest incorporating rhetorical training in business communication to enhance response efficacy.

Journal
Business and Professional Communication Quarterly
Published
2025-01-26
DOI
10.1177/23294906241308523
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