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| Author: | Inman, J. 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: | DECISION ANALYSIS DECISION MAKING INFORMATION |
| Language: | eng |
| Abstract: | The decision-making literature has consistently reported that decisions to maintain the status quo tend to be regretted less than decisions to change it. The authors examine the consequences of repeat purchasing (maintaining the status quo) versus switching in the context of information regarding the reason for the decision (e.g., prior consumption episode, brand history), and the authors argue that there are situations in which repeat purchasing may cause as much or even more regret than switching. The authors contend that this effect depends on whether or not there is a justifiable basis for the decision. In a series of four studies, 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. |
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