I cannot remember the reference now, but the reasoning I read was a person who just bought an item x might: 1. return the item if they are not satisfied with i

I cannot remember the reference now, but the reasoning I read was a person who just bought an item x might: 1. return the item if they are not satisfied with it and get a replacement Or 2. buy another one as a gift if they really like it. Both of these result in a higher fraction of conversions in this kind of targeting vs other targeting criteria.