If you’re not happy with a product or service, is it worthwhile to complain? In one study, business majors wrote complaint letters to companies. When the firm sent a free sample in response, this action significantly improved how the students felt about it. This didn’t happen, however, when they only received a letter of apology—but no swag. Even worse, students who got no response reported an even more negative image than before. This shows that any kind of response is better than none. 116 Interview people you know who have had negative experiences with stores or manufacturers. What action (if any) did they take, and what happened? Are they more or less likely to patronize the offending company as a result?