Abstract
When consumers experience post-purchase dissonance (PPD), most consumers keep their product (keepers), whereas some take their product back to the seller (returners).
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Lee, D.H. (2017). Structured Abstract: Who Returns It and Who Keeps It? An Empirical Investigation of Contrasting Consumer Profiles. In: Stieler, M. (eds) Creating Marketing Magic and Innovative Future Marketing Trends. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-45596-9_179
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DOI: https://doi.org/10.1007/978-3-319-45596-9_179
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