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ERIC Number: EJ408309
Record Type: Journal
Publication Date: 1990
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: N/A
EISSN: N/A
The Use of Post-Purchase Communication to Reduce Dissonance and Improve Direct Marketing Effectiveness.
Milliman, Ronald E.; Decker, Phillip J.
Journal of Business Communication, v27 n2 p159-70 Spr 1990
Demonstrates the use and potentially positive effects of postpurchase communication on order refund requests and reorder rates. Finds that dissonance was effectively reduced through postpurchase communication. (MG)
Descriptors: Business Communication, Communication Research, Letters (Correspondence), Marketing, Purchasing
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A