<p>Recent evidence highlights that the growing number of consumers lapsing from generic food products threatens the economic stability of related industries, such as the Orange Juice industry in the US. Yet, little is known about the relationship between consumer lapsing and returning. For example, does fixing what made a consumer lapse automatically lead to their return? In this study, drawing on key theories of cognitive dissonance, attribution, and consumption value, we conceptualize the asymmetric relationship between lapse and return. We then test the framework in a generic marketing setting of 100 percent Orange Juice (OJ), where lapsed consumers are a substantial industry concern. We find that product-specific constructs affect the decision to lapse and intention to return differently. Post-lapse characteristics, including duration of lapse, reasons for lapse, and exposure to secondary information, are significant drivers of general willingness to return (GWR), thereby accentuating the asymmetric nature of the lapse-return dynamic. We conclude that returning is not a simple reversal of lapsing, and addressing what leads consumers to lapse does not necessarily translate into motivating them to return. Marketers should engage with lapsed consumers in a timely manner, emphasizing positive images of OJ, such as bringing family enjoyment and healthfulness.</p>