Interactive Effects of Return Policy Leniency and Recommendations on Post-Consumption Evaluation of Products with Mixed Outcomes
Kim, Junyong, and Brian Wansink (2011), "How Retailers’ Recommendation and Return Policies Alter Product Evaluations," Journal of Retailing, 88:4: 528-541
50 Pages Posted: 12 Jan 2016 Last revised: 28 Apr 2017
Date Written: July 7, 2011
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.
Keywords: Return policy; Recommendation; Post-purchase product evaluation; Counterfactual thinking
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