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| Author: | Bui, M. Krishen, A. S. Bates, K. |
| Title: | Modeling regret effects on consumer post-purchase decisions |
| Journal: | European Journal of Marketing
2011 : VOL. 45:7/8 p. 1068-1090 |
| Index terms: | marketing purchasing consumer behaviour consumer satisfaction decision making students |
| Language: | eng |
| Abstract: | This paper examines how regret affects consumer satisfaction levels, extent of rumination and brand-switching intention. In addition, the paper analyzes mediating effects between regret and rumination resulting from consumers' negative emotions. The study is based on a purchase-decision scenario presented to 125 undergraduate students. The results reveal that regret decreases consumer satisfaction level and increases brand-switching intentions. Negative emotions affects indirect between regret and extent of rumination. |
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