We were curious about what sellers and e-commerce platforms can do if they find out that their products don't meet their customers' expectations. "When a customer receives an entirely different product than what they ordered, it can indeed lead to significant disappointment and frustration. As a renowned consumer psychology expert, I recommend that sellers and e-commerce platforms take immediate action to rectify such mistakes to preserve customer satisfaction and loyalty," Johnson shared with Bored Panda the steps that can be taken in order to improve the situation.

The first step is simple but not easy: good communication. "Regardless of fault, the seller should promptly apologize for the error and acknowledge the inconvenience caused to the customer. They should also provide a clear explanation of what went wrong to demonstrate transparency and accountability," the expert told us via email.

The next step is offering the customers hassle-free and swift resolutions. "This could involve providing a prepaid return label and arranging for the correct product to be shipped as soon as possible. Alternatively, they might offer a partial refund or store credit to compensate for the error. In the modern media era, where any disgruntled customer can go viral on social media, it's important to try and be deferential and generous in these kinds of situations," the marketing psychology blog host warned.

"Lastly, personalized gestures can go a long way in restoring the customer's confidence. And here, a personal touch can go a long way. Research indicates that handwritten apology notes or small complimentary gifts can demonstrate that the seller values the customer and is genuinely apologetic for the inconvenience caused."

Meanwhile, Bored Panda wanted to get Johnson's take on the kinds of messages that peculiar ads like those on 'Wish' send. "Platforms like Wish, known for their peculiar and unconventional advertisements, may send several messages to potential customers from a consumer psychology perspective. Ultimately, in a crowded e-commerce market, it helps the platform distinguish itself with a unique brand personality. Dominant platforms like Amazon and Wal-Mart tend to focus on logistics and the sheer utility of their products, leaving open the opportunity for newer, smaller entrants to differentiate themselves in the mind of the consumer," the author of 'Branding that Means Business' said.

According to the consumer psychology specialist, these types of ads send a few different messages: 

• "Curiosity and Novelty: Peculiar and strange ads tend to evoke curiosity in potential customers. This approach can make viewers stop and pay attention to the ad due to its unexpected nature, creating a memorable experience.
• Playfulness and Humor: These ads often use humor and playful elements to entertain the audience. As a result, potential customers might associate the platform with fun and lightheartedness, which can create a positive emotional connection.
• Uniqueness and Exclusivity: The unconventional nature of the products showcased in these ads can create a sense of uniqueness and exclusivity. Potential customers may perceive that they can find products here that are not readily available on mainstream platforms."

The expert pointed out that 'Wish' and other unconventional platforms tend to target more niche markets, which are intentionally targeted with their fun and quirky brand personalities. "Unlike Amazon and other big platforms, they don’t have to appeal broadly and have an encompassing personality, and instead, have the freedom to focus on a more specialized target market."