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.

Two studies investigated the effects of errors in German business letters written by Dutch students. Gaining insight into these effects is important since Germany and the Netherlands are one of the largest economically interdependent partnerships. One hundred and fifty-six German professionals rated letters with errors and letters without errors on comprehensibility, attitude toward text, writer organization, and behavioral intention. Errors negatively affected attitude toward text, writer, and organization. The second study investigated whether pragmatic, syntactical, lexical, and morphological errors elicited different effects on the same variables. Pragmatic and syntactical errors aroused negative effects and, therefore, deserve extra attention in class.