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A new study from the University of Kentucky examines the factors that lead consumers to forgo honesty when making returns.
If you've ever lied about the reason for returning an unwanted item, you're not alone. A new study, co-authored by David Hardesty, the Carol Martin Gatton Endowed Chair of Marketing in the Gatton College of Business and Economics at the University of Kentucky, examines the factors that lead consumers to forgo honesty when making returns.