How Retailers' Recommendation and Return Policies Alter Product Evaluations
- Authors
- Kim, Junyong; Wansink, Brian
- Issue Date
- Dec-2012
- Publisher
- Pergamon Press Ltd.
- Keywords
- Return policy; Recommendation; Post-purchase product evaluation; Counterfactual thinking
- Citation
- Journal of Retailing, v.88, no.4, pp.528 - 541
- Indexed
- SSCI
SCOPUS
- Journal Title
- Journal of Retailing
- Volume
- 88
- Number
- 4
- Start Page
- 528
- End Page
- 541
- URI
- https://scholarworks.bwise.kr/erica/handle/2021.sw.erica/31325
- DOI
- 10.1016/j.jretai.2012.04.004
- ISSN
- 0022-4359
- 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. (C) 2012 New York University. Published by Elsevier Inc. All rights reserved.
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- Appears in
Collections - COLLEGE OF BUSINESS AND ECONOMICS > DIVISION OF BUSINESS ADMINISTRATION > 1. Journal Articles
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