How does an online retailer spur impulse purchases? After all, there is no physical store to design in ways that pry open pocketbooks. Amazon uses technology, primarily its one-click purchase button. Meanwhile, Zappos (a company that understands customer behavior as well as any) uses psychology. Namely, it offers free two-way shipping. Free one-way shipping is nice, but it usually costs money to return a product. Zappos eats that cost in order to promote more “maybe” purchases. After all, it’s easier to return than at a store. Thanks to a status quo bias, more “emotionally unready” customers likely keep their impulse dresses than return them.