Wore it once and took it back? This researcher says you might be lonely
Amanda Renko
Let's be honest: Chances are, the thought of buying a dress for a special occasion — or a giant television for the big game — and returning it to the store after one use has crossed your mind.
Then you probably quickly dismissed the thought as unethical.
Those who actually participate in immoral consumer behaviors such as "wardrobing," the act of using an item once and then returning it for a refund, may be influenced by loneliness and a lack of empathy, according to recent research by a Binghamton University professor.
"Consumers very often behave immorally," said Jenny Jiao, an assistant professor of marketing at the university's school of management. "And while these behaviors are often legal, they are unethical and cost retailers billions each year."
Jiao's research, which she conducted in partnership with Jing Wang of the University of Iowa, was recently published in the Journal of Consumer Psychology.
The article — titled "Can Lonely People Behave Morally? The Joint Influence of Loneliness and Empathy on Moral Identity" — presents research that shows consumers who are lonely and non-empathetic are not motivated to make moral choices when shopping, even though they're capable of distinguishing between right and wrong.
Jiao and Wang conducted four separate studies on the joint effect of loneliness and empathy on a consumer's moral identity and decision making, motivated by past research that has established a connection between loneliness and low self-esteem.
In one study, participants were given a series of math questions. Some participants were given the chance to leave early by claiming they solved a certain number of problems, but some of the questions were intentionally unsolvable, allowing researchers to determine whether participants were lying about how many they'd completed.
Jiao and Wang found that participants who felt lonely and had low levels of empathy cheated more often, while lonely people with high empathy cheated much less.
"We found that lonely people are capable of empathizing and making moral decisions, but they may not have the intention or motivation to," Jiao said. "But when empathy levels increase, we don't see much difference between lonely people and non-lonely people."
What is 'wardrobing'?
Wardrobing, one of the most common examples of retail fraud, gets its name from the practice of purchasing an outfit, wearing it once, and then returning it. However, the practice isn't limited to clothing: Other often-wardrobed items include electronics, tools and sporting goods. To combat this, some stores don't accept returns of seasonal items or formal clothing, or institute strict return policies.
Consumers can also take advantage of lenient return policies to receive a refund or replacement. Earlier this year, the retailer L.L. Bean ended its famous lifetime return policy after, according to a letter to customers, shoppers were increasingly "interpreting our guarantee well beyond its original intent," including returning decades-old items or things purchased at yard sales.
According to Jiao, finding ways to help consumers empathize may help them cut back on immoral shopping behaviors.
"If they can see how much work they're creating for employees, or if they can see how much money this behavior is costing the company, they may start empathizing, which could result in them being less likely to return the products," she said.
Why return policies matter
Wardrobing hasn't been a problem in recent years at Pip's Boutique in Corning, which sells women's clothing. Owner Sarah Files attributes that to the store's return policy, which was instituted about five years ago.
Customers have 15 days to return an item for a full refund, or 30 days to receive store credit, and clearance items are final sale. All returns require a receipt.
"Our policy, I feel, is probably a bit stricter than some," Files said.
Previously, the store had a 30-day return policy that was leniently enforced, but Files said the new policy was started after some customers began to take advantage. Staff make sure customers are aware of the store's policies, which Files said also helps keep Pip's small and unique inventory fresh.
"Most people know about it," she said. "We really don't have issues."