Rejoinder: “Consumer Uncertainty and Purchase Decision Reversals: Theory and Evidence”

An implicit assumption from prior research is made explicit to clarify the conditions for which information that can reduce uncertainty about a purchase can increase the likelihood the purchase is cancelled or returned. Prior research found that providing uncertainty-reducing information can increase product returns or service cancellations when judgments are reference-dependent and losses loom larger than gains. This paper revisits the analytical proof to demonstrate that the results hold when an implicit assumption is made explicit. History: Olivier Toubia served as the senior editor for this article.