Brand Loyalty – Networks and Urban Systems Centre (NUSC)

Sneak Peek: Understanding the Psychology Behind Product Returns

On 18 November 2025 By Natasha Lawlor-Morrison In Artificial Intelligence, Brand Loyalty, Machine Learning, Product Returns, Research Spotlight, Systems Dynamics

You’ve just received a parcel. It’s the jacket you ordered last week. The colour’s slightly off, the fit isn’t quite right, and the material feels cheaper than expected. You hesitate. Should you return it? You scroll through reviews, wondering if others felt the same. You sigh, toss it in the back of your wardrobe, and move on.

This everyday moment—silent dissatisfaction—is at the heart of Dr Duong’s current research. His work dives deep into the psychology of online product returns, revealing that not all returns are created equal, and not all dissatisfaction is voiced.This everyday moment—silent dissatisfaction—is at the heart of Dr Duong’s current research. His work dives deep into the psychology of online product returns, revealing that not all returns are created equal, and not all dissatisfaction is voiced.

From Brand Hate to Brand Love: How Online Communities Transform Consumer Perceptions

On 15 October 2025 By nusc In Brand Loyalty, Marketing, Online community, Research Spotlight

Picture this: A customer storms onto Reddit, furious about a company’s controversial advertisement.
They join an anti-brand community, rallying others to boycott the company. Six months later, that
same person is defending the brand on social media and recommending their products to friends.
This transformation isn’t magic-it’s psychology. And according to new research led by the NUSC researcher Shoaib Ul Haq from the University of Greenwich, it happens more often than you think.