Effect of effort and deadlines on consumer product returns

Narayan Janakiraman, Lisa Ordóñez

Research output: Contribution to journalArticlepeer-review

68 Scopus citations


While extant research has examined return policies as a combination of time and effort, we investigate both the independent and interactive impacts of time and effort on consumer decisions to return or retain products. We find that decreasing return deadlines can have the counterintuitive effect of increasing return rates under some conditions. Using construal level theory, we propose that perceived effort (both physical and cognitive) mediates the effect of return policy on return rates leading to suppressed returns. Further, when deadlines are framed as durations between store visits, overall product returns are exacerbated except when perceived effort is high.

Original languageEnglish (US)
Pages (from-to)260-271
Number of pages12
JournalJournal of Consumer Psychology
Issue number2
StatePublished - Apr 2012


  • Deadlines
  • Effort
  • Procrastination
  • Product Returns
  • Return Policy

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing


Dive into the research topics of 'Effect of effort and deadlines on consumer product returns'. Together they form a unique fingerprint.

Cite this