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Erratum on “Purchase Decision Reversals” Model by Shulman et al. (2015)

Author

Listed:
  • Xin He

    (Surrey International Institute, Dongbei University of Finance and Economics, Dalian, Liaoning 116025, China)

  • Chuntao Li

    (International Business School, Henan University, Zhengzhou, Henan 450046, China; School of Finance, Zhongnan University of Economics and Law, Wuhan, Hubei 430073, China)

Abstract

Shulman et al. (2015) [Consumer uncertainty and purchase decision reversals: Theory and evidence. Marketing Sci . 34(4): 590–605.] provide theory and evidence that uncertainty-reducing information provided before the purchase decision can actually increase the number of decision reversals. In its current form, readers may get the impression that the main result of the model holds for all distributions of a relevant parameter in the model. However, we show that the main result may not hold for all distributions of the parameter. We then provide two potential resolutions that can serve to preserve the main result.

Suggested Citation

  • Xin He & Chuntao Li, 2025. "Erratum on “Purchase Decision Reversals” Model by Shulman et al. (2015)," Marketing Science, INFORMS, vol. 44(1), pages 240-241, January.
    • Handle: RePEc:inm:ormksc:v:44:y:2025:i:1:p:240-241
    DOI: 10.1287/mksc.2024.0837
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