Impact of Search Costs on the Post Return Behavior of Consumers:A Behavioral Decision Theory Perspective

Behavioral decision theories of mental accounting and transactional schema were used to analyze the moderating effect of search costs during initial purchase on the post return behavior of consumers. After returning a product, consumers obtain a refund and may continue looking for the same product in a different make or size. We show that when the initial search costs are high, consumers are more likely to repurchase the item at a higher price than before and if the initial search costs are low, consumers are more likely to continue looking for the product at the same price as before or lower.



Citation:

Anindita Chakravarty (2005) ,"Impact of Search Costs on the Post Return Behavior of Consumers:A Behavioral Decision Theory Perspective", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research.

Authors

Anindita Chakravarty, Syracuse University



Volume

E - European Advances in Consumer Research Volume 7 | 2005



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