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Prior literature usually considers consumer return behavior a consequence of cognitive reactions.
These results offer initial evidence for the impact of package design on consumer return behavior.
Table 7 Regression results of Study 2 Return behavior (0/1) Measurement Without interaction With interaction Coef.
These cognitive affective reactions can also more thoroughly explain how the delivery package influences consumers' return behavior.
All these affective and congnitive reactions can influence consumer return behavior and will be discussed in the next sections.
We conducted three empirical studies to estimate the impact of various package designs on consumer return behavior (see Fig. 2).
Figure 3 shows the call and return behavior of a program over time and the changing stack cache window.
Study 1 focuses on the impact of the package-opening process on consumers' return intentions, while Study 2 observes consumers' real return behavior after receiving packages in different designs.
This small-number sample may serve as initial evidence that the measured return intention is a reasonable and valid proxy for actual return behavior.
By integrating literatures on color psychology, promotion, and consumer return behavior, we discovered that colors and extra gifts can influence both purchase and return decisions.
Theoretically, the study advances research on the drivers of consumer return behavior and sheds more light on the return decision process.
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