How Retailers’ Recommendation and Return Policies Alter Product Evaluations |
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Authors: | Junyong Kim Brian Wansink |
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Institution: | 1. Purdue University Calumet, 2200 North 169th Street, Hammond, IN 46323, United States;2. Cornell University, 110 Warren Hall, Ithaca, NY 14853, United States |
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Abstract: | This research investigates the interactive effects of retailers’ recommendations and return policies on consumers’ post-purchase evaluations of products which yield a mixed attribute performance. This article presents an account of the consumers’ post-purchase product evaluation process, in which counterfactual thinking plays a central role. Two studies show that consumers’ post-purchase evaluations of products, which yield a mixed attribute performance, tend to be more favorable under lenient return policies than under restricted return policies when retailers offer recommendations during the pre-purchase decision-making process, but more favorable under restricted return policies than under lenient return policies when retailers offer no recommendations. |
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Keywords: | Return policy Recommendation Post-purchase product evaluation Counterfactual thinking |
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