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

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.

History: Olivier Toubia served as the senior editor for this article.

Funding: C. Li’s work was supported by the National Natural Science Foundation of China [Grant 72072051].