Rejoinder: “Consumer Uncertainty and Purchase Decision Reversals: Theory and Evidence”

Jeffrey D. Shulman (), Marcus Cunha () and Julian K. Saint Clair ()
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Jeffrey D. Shulman: Michael G. Foster School of Business, University of Washington, Seattle, Washington 98195
Marcus Cunha: Terry College of Business, University of Georgia, Athens, Georgia 30605
Julian K. Saint Clair: College of Business Administration, Loyola Marymount University, Los Angeles, California 90045

Marketing Science, 2025, vol. 44, issue 1, 242-242

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.

Keywords: product returns; consumer uncertainty; service cancellations; consumer learning (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:44:y:2025:i:1:p:242-242

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