From Impulse to Intent: How Visible Return Policies Deter Impulsive Purchases

This research explores how online retailers can reduce impulsive buying, which often leads to high return rates and extra costs. It looks at whether showing return policy messages as pop-ups affects shoppers’ decisions. Through six experiments, it finds that pop-ups explaining both the money and effort involved in returning items make people think twice before buying impulsively. The effect is stronger for people who shop for fun and hedonism. Strict return policies made shoppers more careful, while lenient ones encouraged impulsive buys. The study offers practical tips for businesses and suggests rules to make return policies clearer and more honest for all shoppers.