By Stephen Beech

Christmas presents can backfire - leading to hurt feelings, warns a new study.

Researchers found that well-intended gifts such as weight-loss teas or gym memberships can unintentionally send the wrong message – and ultimately trigger negative online reviews that damage brands.

The findings, published in the Journal of Retailing , show that self-improvement presents often make recipients feel judged rather than appreciated.

That emotional sting frequently spills over into consumer behavior, according to the American research team.

Study co-author Dr. Linnéa Chapman said: “The intention may be positive, but these gifts can imply that you’re not good enough as you are.

“That can sting, and people take out their hurt feelings on the products, for example by giving the

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