Desmet, Pierre - In: Journal of Business Research 67 (2014) 9, pp. 1971-1978
Retailers often use money-back guarantees to reduce consumer perceived risk about brand quality and to increase their … experimental design with a national sample of consumers shows that compared with a simple money-back guarantee, a double money … the effect of a money-back guarantee is small, moderated by the effects of other information on product quality, such as …