4.6Gelbrich, K., Gäthke, J., & Hübner A. (2017), Rewarding customers who keep a product: How reinforcement affects customers' product return decision in online retailing,

Question 1

what do the two stuudys show

Answer 1

Study 1 shows that keep reward substantially increases keep intention compared to a conventional lenient policy (return policies which are very lenient; it’s free, you can return within 30 days et cetera).
Study 2 shows that the effect on keep intention is moderated by customers’ online shopping frequency, and this moderating effect is mediated by repurchase intention. Keep reward is the most effective among frequent shoppers

Question 2

In particular, the reward represents a positive consequence which functions as a goal that

Answer 2

customers approach by showing the behavioral tendency desired by the retailer (keep intention).

Question 3

, a keep reward should rely on a continuous reinforcement (i.e. given after every desired behavior), because

Answer 3

intermittent reinforcement (i.e. not given each time) has been argued to put off customers.

Question 4

• Reinforcement only “works” (influences following behavior) if

Answer 4

consequence of behavior perceived as relevant and positive!