Causes of customers’ cognitive dissonance and product return frequency: a Malaysian packaged food context

• Main Authors: Phang, Ing @ Grace, Ricadonna Pei Ling, Zaiton Osman
• Format: Article
• Language: English; English
• Published: University of Malaya 2022
• Subjects: HF5410-5417.5 Marketing. Distribution of products
• Online Access: https://eprints.ums.edu.my/id/eprint/35513/1/Abstract.pdf; https://eprints.ums.edu.my/id/eprint/35513/2/Full%20text.pdf; https://eprints.ums.edu.my/id/eprint/35513/; https://ajba.um.edu.my/index.php/AJBA/article/view/41017; https://doi.org/10.22452/ajba.vol15no2.6; https://doi.org/10.22452/ajba.vol15no2.6
• Institution: Universiti Malaysia Sabah

Manuscript type: Research paper Research aims: The cost and frequency of purchased product return are of considerable concern to marketers and retailers. This paper examines the post-purchase cognitive states that influence product return and the drivers that cause cognitive dissonance. Design/Metho...