As the benefits of liberal product return policies on sales and profitability are recognized, retailers are balancing the loss from product returns with loosening return policies to encourage buying. Although returning products is part of the consumption process, most studies have been from economic and logistical perspectives; only a few studies on the psychological impact of returning products can be found and similar research on apparel product returns is limited. Based on the theory of cognitive dissonance, this study examines the influence of product purchase and return effort on cognitive dissonance. In addition, as shopping interest strongly corresponds to sensitivities related to the overall shopping experience, this study also examines how recreational shopping influences feelings of cognitive dissonance.
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