Does Consumers' Future Buying Behavior Regarding Products that are Returned Influence the Way Consumers Want Returned Goods to be Disposed?

Miranda, Mario J.; Jegasothy, Kandiah

doi:10.2753/mtp1069-6679170405

Cited by 4 publications

(3 citation statements)

References 16 publications

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“…The final outcome of the research framework is product return frequency, which refers to the relative frequency of returning items to the retailer (Miranda and Jegasothy, 2009). This represents the result of the customer's effort to undo the effects of their regretted choice (Gilovich and Medvec, 1995;Zeelenberg et al, 1996).…”

Section: Return Reasonmentioning

confidence: 99%

“…This represents the result of the customer's effort to undo the effects of their regretted choice (Gilovich and Medvec, 1995;Zeelenberg et al, 1996). This is operationalized in this research as the relative frequency of returning an item to the retailer (Miranda and Jegasothy, 2009). The frequency of returns made by the respondent is included as a means to identify if return actions taken by the individuals surveyed can be related to their dissonance cognitions.…”

Section: Return Reasonmentioning

confidence: 99%

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Understanding the causes of retail product returns

Powers

Jack

2015

International Journal of Retail &Amp; Distribution Management

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Purpose – The distribution literature provides support for examining product returns from a customer-based perspective. Based on this need, the purpose of this paper is to identify the underlying causes of product returns based on a survey of 308 Wal-Mart and Target customers who engaged in product returns. Design/methodology/approach – Structural equation modelling was used to verify and test the relationships examined. Findings – It was found that dissatisfaction with a product results in an emotional dissonance that is positively related to product returns. Two primary reasons for return were examined, the expectation of the customer not being met and the customer finding a better product or price. Both reasons for return were found to influence the frequency of returns. It is also reported that gender, but not store brand moderated these relationships. Males had higher levels of product dissatisfaction and subsequent emotional dissonance than females. Males however did not have higher rates of return than females. Originality/value – The research provides new knowledge in the management of retail returns by identifying their underlying causes as well as specific reasons for returns. This knowledge can assist managers in identifying the behavioural influences on product returns and in developing methods to minimize those returns.

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Section: Return Reasonmentioning

confidence: 99%

Section: Return Reasonmentioning

confidence: 99%

Understanding the causes of retail product returns

Powers

Jack

2015

International Journal of Retail &Amp; Distribution Management

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“…This variable refers to the relative frequency of returning items to the retailer (Miranda & Jegasothy, ). In order to hypothesize the relationship between cognitive dissonance and product return frequency, the relationship between product and emotional dissonance must first be addressed.…”

Section: Conceptual Frameworkmentioning

confidence: 99%

The Influence of Cognitive Dissonance on Retail Product Returns

Powers

Jack

2013

Psychol. Mark.

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Given the significant costs and customer service ramifications associated with the return of retail merchandise it is important to understand the underlying reasons for product returns. One such underlying reason is cognitive dissonance. Customers who experience cognitive dissonance may seek to undo the effects of a regretted choice by returning the product in question. This research examines the influence of two forms of cognitive dissonance (emotional dissonance and product dissonance) on the frequency of product returns. Three antecedents (consideration of liberal return policies, customer opportunism, and switching barriers) are examined in terms of their influence on cognitive dissonance and product returns. In addition, the moderating role of gender and store brand is reported. The research is based on a survey of Wal‐Mart and Target customers who engaged in product returns. Structural equation modeling is used to verify and test these relationships. Emotional dissonance and product dissonance were found to be positively related to product returns frequency. It was found that consideration of liberal return policies reduces both emotional and product dissonance, while customer opportunism and switching barriers increase both dimensions of cognitive dissonance. Both gender and store brand were found to be significant moderators of the relationships between cognitive dissonance and two antecedents (consideration of liberal return policies and customer opportunism). In addition, gender and store brand moderated the linkage between product dissonance and emotional dissonance, and the linkage between emotional dissonance and return frequency.

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