Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
882221 | Journal of Consumer Psychology | 2012 | 12 Pages |
Abstract
While extant research has examined return policies as a combination of time and effort, we investigate both the independent and interactive impacts of time and effort on consumer decisions to return or retain products. We find that decreasing return deadlines can have the counterintuitive effect of increasing return rates under some conditions. Using construal level theory, we propose that perceived effort (both physical and cognitive) mediates the effect of return policy on return rates leading to suppressed returns. Further, when deadlines are framed as durations between store visits, overall product returns are exacerbated except when perceived effort is high.
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Authors
Narayan Janakiraman, Lisa Ordóñez,