Interactive Effects of Return Policy Leniency and Recommendations on Post-Consumption Evaluation of Products with Mixed Outcomes
Year: 2011
Type: preprint
Abstract: This research investigates interactive effects of return policy leniency and recommendations on consumers’ post-consumption evaluations of product with mixed outcomes. A theoretical account of a post-consumption evaluation process based on counterfactual thinking is advanced. Then, two empirical studies show that consumers’ post-consumption evaluations of products with mixed outcomes tend to be more favorable under lenient return policies than under restricted return policies if recommendations are given during a pre-purchase decision-making process, but tend to be more favorable under restricted return policies than under lenient return policies when no recommendation is given during a pre-purchase decision-making process.
Source: SSRN Electronic Journal
Authors: Junyong Kim, Brian Wansink
Institutions: University of Central Florida, Cornell University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2399960286