The Effect of Return Policy Leniency on Consumer Purchase and Return Decisions: A Meta-analytic Review

- Meta-analysis to study effect of return leniency on purchase and return behavior.
- The effect of leniency on purchase is more than the effect on returns.
- Degree to which leniency increases purchase depends on choice of return policy.
- Choice of return policy affects degree and direction of effect on returns.
- Substantive and methodological moderators moderate the effect.