Previous studies have indicated the possibility of a relationship
between cognitive dissonance and product return rates
(Holloway 1967; Rosenfield et al. 1986). Davis et al. summarized
that consumers are likely to return the product if the
residual consumption value after trial is less than or equal
to consumers’ value from claiming the refund. Nasr and
Bechwati (2005) demonstrate that consumers’ pre-purchase
thoughts and responses directly affect the likelihood to return
products. In the pre-purchase phase, consumers have an
ideal product or purchase requirement in mind, but they often
purchase a product that deviates from this ideal requirement
(Shulman et al. 2010). This deviation may occur because of
something as simple as a wrong choice (Petersen and Kumar
2009). Such deviations may give rise to uncomfortable postpurchase
feelings.