Rejoinder: “Consumer Uncertainty and Purchase Decision Reversals: Theory and Evidence”
Jeffrey D. Shulman, Marcus Cunha, Jr., Julian K. Saint Clair
Marketing Science · 2025 · Volume 44 · Issue 1
Abstract
Prior research found that providing uncertainty-reducing information can increase product returns or service cancellations when judgments are reference-dependent and losses loom larger than gains. This paper revisits the analytical proof to demonstrate that the results hold when an implicit assumption is made explicit. History: Olivier Toubia served as the senior editor for this article.
Keywords
product returns, consumer uncertainty, service cancellations, consumer learning
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