BBC News feature on the Psychology Behind People Returning Goods

November 2018

I was interviewed for a piece on people returning goods for the BBC News. The article explored the phenomenon of serial returners, people who buy items and then return them. But why do people do it and how should shops handle them?

My research shows that a person's heart rate goes up when they buy something. This buzz lasts through taking an item home and showing it off, but then quickly wears off and we regret the money we've spent, or the fact that we won't wear the item much. Hence we return it, he says.