Behavioral Return Interventions - How Behavioral Science Helps Prevent Returns in E-Commerce

From the customer, company, and sustainability perspectives, it is agreed that e-commerce returns should be avoided. However, practical approaches to preventing returns are lacking. A large-scale experiment in four European countries now shows that behavioral design interventions ("nudging") can prevent millions of returns.

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Year of publication:	2022
Authors:	Pfrang, Thilo ; Spreer, Philipp
Published in:	Marketing Review St.Gallen. - ISSN 1865-7516. - Vol. 39.2022, 4, p. 24-33
Publisher:	St.Gallen : Thexis Verlag

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Type of publication:	Article
Type of publication (narrower categories):	Article
Language:	English
Other identifiers:	hdl:10419/276196 [Handle] RePEc:zbw:hsgmrs:276196 [RePEc]
Source:	EconStor

Persistent link: https://www.econbiz.de/10014337681