Returns: a Motivational Perspective

Jordan Holtzman, UC Berkeley Haas School of Business, USA
This study examines consumer motivations for returning products. Subjects are exposed to thirteen different reason-for-return scenarios and report the maximum amount of cost they would incur to make the return, their likelihood of making the return, and the guilt they would experience while making the return. Manipulations for the return scenarios include fairness, responsibility, competitive offers, and other economic and psychological motivations. The study finds that Return Likelihood is, in fact, driven by the reason/motivation for the return, the amount of the return and the interaction of the two.
[ to cite ]:
Jordan Holtzman (2007) ,"Returns: a Motivational Perspective", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 418-420.