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Bracketing of purchases to manage size uncertainty: Should online retailers be worried?
Naval Research Logistics
For online apparel retailers, sizing has proven to be a particularly thorny challenge-no matter how much information is provided online, it is often impossible for an online shopper to determine exactly which size of an apparel item will fit her best. Given the increasing ubiquity of free returns (full refund, no return shipping charge), consumers often manage this size uncertainty by bracketing their online apparel purchases, that is, ordering two additional sizes (one smaller, one larger)doi:10.1002/nav.22048 fatcat:bzr6oavqhfgvjpr5zj446y6wou