Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2020 Annual Conference

Reversibility: The effects of taste versus quality

Published: May 27, 2020


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


reversibility; taste; quality


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.