Behavioral Return Interventions - How Behavioral Science Helps Prevent Returns in E-Commerce
From the customer, company, and sustainability perspectives, it is agreed that e-commerce returns should be avoided. However, practical approaches to preventing returns are lacking. A large-scale experiment in four European countries now shows that behavioral design interventions ("nudging") can prevent millions of returns.
Year of publication: |
2022
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---|---|
Authors: | Pfrang, Thilo ; Spreer, Philipp |
Published in: |
Marketing Review St.Gallen. - ISSN 1865-7516. - Vol. 39.2022, 4, p. 24-33
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Publisher: |
St.Gallen : Thexis Verlag |
Saved in:
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