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EMAC 2020 Annual Conference


Reversibility: The effects of taste versus quality
(A2020-63836)

Published: May 27, 2020

AUTHORS

Dionysius Ang, Leeds University Business School ; Yeyi Liu, Leeds University Business School ; Vasileios Davvetas, University of Leeds

KEYWORDS

reversibility; taste; quality

ABSTRACT

While individuals generally prefer reversible decisions, extant research has shown that it actually lowers satisfaction than irreversible decisions. However, are reversible decisions detrimental for satisfaction for all decisions? In two studies, we show that reversible decisions lower satisfaction when it is based on quality. However, the detrimental effects of reversibility on satisfaction is attenuated when decisions are based on taste. These findings make novel contributions to research on reversibility and consumer beliefs on product differentiation, as well as practical implications for marketers on returns and customer satisfaction.