Shulman, Jeffrey D.; Coughlan, Anne T.; Savaskan, R. Canan - In: Marketing Science 29 (2010) 6, pp. 1071-1085
Consumers often return a product to a retailer because they learn after purchase that the product does not match as well with preferences as had been expected. This is a costly issue for retailers and manufacturers--in fact, it is estimated that the U.S. electronics industry alone spent $13.8...