search query: @author Inman, I. J. / total: 1
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| Author: | Inman, I. J. Zeelenberg, M. |
| Title: | Regret in repeat purchase versus switching decisions: the attenuating role of decision justifiability |
| Journal: | Journal of Consumer Research
2002 : JUN, VOL. 29:1, p. 116-128 |
| Index terms: | Consumer behaviour Decision making Purchasing |
| Language: | eng |
| Abstract: | The authors examine the consequences of repeat purchasing versus switching in the context of information regarding the reason for the decision, and argue that there are situations in which repeat purchasing may cause as much or even more regret than switching. The contend that this effect depends on whether or not there is a justifiable basis for the decision. The authors show that if there is sufficient motivation to warrant a switch, consumers will feel less regret in the face of a subsequent negative outcome realized via a switch than in one realized via a repeat purchase. The results imply that feelings of regret are mitigated when the consumer reflects and concludes that the decision was a appropriate under the circumstances. |
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