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A model of buyer regret: Selected prepurchase and postpurchase antecedents with consequences for the brand and the channel

  • Keaveney, Susan M.
  • Huber, Frank
  • Herrmann, Andreas
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    This research examines how two prepurchase stages of the buyer decision process-information search and alternative evaluation-and two postpurchase stages-evaluation of product and service attributes-influence buyer regret. The study extends prior consequences of regret to include purchase intentions toward both brand and the channel. Tested in a field sample of luxury automobile purchasers, results show that higher information search and alternative evaluation lead to more buyer regret; lower evaluations of service (but not product) attributes lead to more regret; and regret's consequences include reduced intentions to repurchase either the brand or from the dealership. Buyers who switch brands experience more regret than buyers who did not switch brands.

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    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 60 (2007)
    Issue (Month): 12 (December)
    Pages: 1207-1215

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    Handle: RePEc:eee:jbrese:v:60:y:2007:i:12:p:1207-1215
    Contact details of provider: Web page: http://www.elsevier.com/locate/jbusres

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