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| Author: | Inman, J. J. Dyer, J. S. Jia, J. |
| Title: | A Generalized Utility Model of Disappointment and Regret Effects on Post-Choice VAluation |
| Journal: | Marketing Science
1996 : Vol. 16:2, p. 97-111 |
| Index terms: | CONSUMER BEHAVIOUR CONSUMER SATISFACTION CONSUMER CHOICE |
| Language: | eng |
| Abstract: | Performance information about "forgone" alternatives can have a significant impact on post-choice valuation. This approach introduces a new and parsimonious way of looking at satisfaction that combines the literature on post-choice valuation with research regarding generalized expected utility theory. While the post-valuation literature focuses on the selected brand as the valuation's basis, they draw on a stream of research in generalized expected utility theory that considers both chosen and forgone alternatives as the basis for valuation. The result is a combined model of post-choice valuation that explicitly incorporates both concepts. |
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