The U.S. retail industry loses billions of dollars a year because of product returns, but scholarly articles examining consumers' product return intentions have been somewhat limited. This study explores how cognitive dissonance after purchase affects consumers' product return intentions. Using cognitive dissonance theory, it examines product return intentions in the context of both lenient and strict return policies. The results indicate that cognitive dissonance after purchase positively influences product return intentions but the relationship remains unaffected at strict and lenient return policy situations. This questions the previously held notion of retailers to control product return by imposing strict return policies.
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