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Online post-purchase dissonance refers to a pronounced feeling of discomfort after buying items online, resulting in high return rates of purchased products, and has received great attention from researchers and practitioners. Despite the criticality for effectively managing this psychological uneasiness of online consumers, according to a recent survey, only 18% of online retailers actively trying to mitigate it, inducing great regrets for their purchase decision and huge return rates (18.1%), which is worth for $102 billion out of $565 billion online sales. This study focuses on the dissonance arising from the continual comparison of forgone alternatives after a difficult choice from a large comparable product set and proposes a choice closure interface as an effective mechanism to alleviate this dissonance by helping reduce forgone alternative comparison and increase decision completeness perception.

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