IDEAS home Printed from
   My bibliography  Save this article

The impact of consumer’s regret on firms’ decisions in a durable good market


  • Qianshuo Liu

    (Ramon Llull University)


This paper studies how the consumer’s anticipated regret affects the firms’ pricing decisions and profits in a duopoly market. I consider a two-period game with differentiated durable products, where an incumbent sells a basic version over two periods, and an entrant releases an improved version in period 2, of which the improved features are difficult to assess by the consumers. This ambiguity will lead to regret. This paper focuses on two types of regret: a consumer may regret purchasing in period 1 instead of purchasing in period 2 (action regret); a consumer who waited until period 2 might regret not buying in period 1 (inaction regret). The consumers can anticipate the possible regret, which will influence the consumer’s decision-making. The results show that both types of anticipated regret may increase or decrease the incumbent’s profit. In contrast, action (inaction) regret always benefits (harms) the entrant. Besides, the analysis indicates that the improved version’s quality may either strengthen or weaken the impact of regret. Moreover, this paper examines the robustness of the results under different setups.

Suggested Citation

  • Qianshuo Liu, 2023. "The impact of consumer’s regret on firms’ decisions in a durable good market," Journal of Economics, Springer, vol. 139(2), pages 125-157, July.
  • Handle: RePEc:kap:jeczfn:v:139:y:2023:i:2:d:10.1007_s00712-023-00819-w
    DOI: 10.1007/s00712-023-00819-w

    Download full text from publisher

    File URL:
    File Function: Abstract
    Download Restriction: no

    File URL:
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item

    References listed on IDEAS

    1. Javad Nasiry & Ioana Popescu, 2012. "Advance Selling When Consumers Regret," Management Science, INFORMS, vol. 58(6), pages 1160-1177, June.
    2. Loomes, Graham & Sugden, Robert, 1982. "Regret Theory: An Alternative Theory of Rational Choice under Uncertainty," Economic Journal, Royal Economic Society, vol. 92(368), pages 805-824, December.
    3. A. Cavaliere & G. Crea, 2022. "Brand premia driven by perceived vertical differentiation in markets with information disparity and optimistic consumers," Journal of Economics, Springer, vol. 135(3), pages 223-253, April.
    4. van de Ven, Niels & Zeelenberg, Marcel, 2011. "Regret aversion and the reluctance to exchange lottery tickets," Journal of Economic Psychology, Elsevier, vol. 32(1), pages 194-200, February.
    5. Inman, J.J. & Zeelenberg, M., 2002. "Regret in repeat purchase versus switching decisions : The attenuating role of decision justifiability," Other publications TiSEM 44060120-bd30-40e0-a97f-f, Tilburg University, School of Economics and Management.
    6. Inman, J Jeffrey & Zeelenberg, Marcel, 2002. "Regret in Repeat Purchase versus Switching Decisions: The Attenuating Role of Decision Justifiability," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(1), pages 116-128, June.
    7. Simon Board, 2008. "Durable-Goods Monopoly with Varying Demand," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 75(2), pages 391-413.
    8. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
    9. Quiggin, John, 1994. "Regret Theory with General Choice Sets," Journal of Risk and Uncertainty, Springer, vol. 8(2), pages 153-165, March.
    10. Cinzia Giorgetta & Alessandro Grecucci & Nicolao Bonini & Giorgio Coricelli & Gianpaolo Demarchi & Christoph Braun & Alan G. Sanfey, 2013. "Waves of regret: A meg study of emotion and decision-making," Post-Print halshs-00941062, HAL.
    11. Zeelenberg, M., 1999. "Anticipated regret, expected feedback and behavioral decision-making," Other publications TiSEM 38371d1b-31fd-45b0-860f-b, Tilburg University, School of Economics and Management.
    12. Simonson, Itamar, 1992. "The Influence of Anticipating Regret and Responsibility on Purchase Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 105-118, June.
    13. Niladri Syam & Partha Krishnamurthy & James D. Hess, 2008. "What I Thought I Wanted? Miswanting and Regret for a Standard Good in a Mass-Customized World," Marketing Science, INFORMS, vol. 27(3), pages 379-397, 05-06.
    14. Shih, Eric & Schau, Hope Jensen, 2011. "To Justify or Not to Justify: The Role of Anticipated Regret on Consumers’ Decisions to Upgrade Technological Innovations," Journal of Retailing, Elsevier, vol. 87(2), pages 242-251.
    15. Bakó, Barna & Neszveda, Gábor, 2020. "The Achilles’ heel of Salience theory and a way to fix it," Economics Letters, Elsevier, vol. 193(C).
    16. David E. Bell, 1982. "Regret in Decision Making under Uncertainty," Operations Research, INFORMS, vol. 30(5), pages 961-981, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Baojun Jiang & Chakravarthi Narasimhan & Özge Turut, 2017. "Anticipated Regret and Product Innovation," Management Science, INFORMS, vol. 63(12), pages 4208-4323, December.
    2. Özalp Özer & Yanchong Zheng, 2016. "Markdown or Everyday Low Price? The Role of Behavioral Motives," Management Science, INFORMS, vol. 62(2), pages 326-346, February.
    3. Zhong-Zhong Jiang & Guangwen Kong & Yinghao Zhang, 2021. "Making the Most of Your Regret: Workers’ Relocation Decisions in On-Demand Platforms," Manufacturing & Service Operations Management, INFORMS, vol. 23(3), pages 695-713, May.
    4. Yang, Xiying & Hua, Guowei & Cheng, T.C.E. & Zhang, Li & Zhang, Yi & Xu, Yadong, 2022. "Buy two and get X% off: Quantity discount under consumers’ anticipated regret," International Journal of Production Economics, Elsevier, vol. 250(C).
    5. Enrico Diecidue & Nils Rudi & Wenjie Tang, 2012. "Dynamic Purchase Decisions Under Regret: Price and Availability," Decision Analysis, INFORMS, vol. 9(1), pages 22-30, March.
    6. Michenaud, Sébastien & Solnik, Bruno, 2008. "Applying regret theory to investment choices: Currency hedging decisions," Journal of International Money and Finance, Elsevier, vol. 27(5), pages 677-694, September.
    7. Kuang, Yunjuan & Ng, Chi To, 2018. "Pricing substitutable products under consumer regrets," International Journal of Production Economics, Elsevier, vol. 203(C), pages 286-300.
    8. Kang, Young Sik & Min, Jinyoung & Kim, Jeoungkun & Lee, Heeseok, 2013. "Roles of alternative and self-oriented perspectives in the context of the continued use of social network sites," International Journal of Information Management, Elsevier, vol. 33(3), pages 496-511.
    9. Tianxin Zou & Bo Zhou & Baojun Jiang, 2020. "Product-Line Design in the Presence of Consumers’ Anticipated Regret," Management Science, INFORMS, vol. 66(12), pages 5665-5682, December.
    10. Diecidue, Enrico & Somasundaram, Jeeva, 2017. "Regret theory: A new foundation," Journal of Economic Theory, Elsevier, vol. 172(C), pages 88-119.
    11. Qin, Jie, 2015. "A model of regret, investor behavior, and market turbulence," Journal of Economic Theory, Elsevier, vol. 160(C), pages 150-174.
    12. Sugden, Robert & Wang, Mengjie & Zizzo, Daniel John, 2019. "Take it or leave it: Experimental evidence on the effect of time-limited offers on consumer behaviour," Journal of Economic Behavior & Organization, Elsevier, vol. 168(C), pages 1-23.
    13. Yuval Rottenstreich & Alex Markle & Johannes Müller-Trede, 2023. "Risky Sure Things," Management Science, INFORMS, vol. 69(8), pages 4707-4720, August.
    14. Patricia H. Born & E. Tice Sirmans, 2019. "Regret in health insurance post‐purchase behavior," Risk Management and Insurance Review, American Risk and Insurance Association, vol. 22(2), pages 207-219, July.
    15. Shahid Sameeni, Maleeha & Ahmad, Wasim & Filieri, Raffaele, 2022. "Brand betrayal, post-purchase regret, and consumer responses to hedonic versus utilitarian products: The moderating role of betrayal discovery mode," Journal of Business Research, Elsevier, vol. 141(C), pages 137-150.
    16. Florian Teleaba & Sorin Popescu & Marieta Olaru & Diana Pitic, 2021. "Risks of Observable and Unobservable Biases in Artificial Intelligence Predicting Consumer Choice," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 23(56), pages 102-102, February.
    17. Davvetas, Vasileios & Diamantopoulos, Adamantios, 2017. "“Regretting your brand-self?” The moderating role of consumer-brand identification on consumer responses to purchase regret," Journal of Business Research, Elsevier, vol. 80(C), pages 218-227.
    18. Hoelzl, Erik & Loewenstein, George, 2005. "Wearing out your shoes to prevent someone else from stepping into them: Anticipated regret and social takeover in sequential decisions," Organizational Behavior and Human Decision Processes, Elsevier, vol. 98(1), pages 15-27, September.
    19. Emmanuelle GABILLON, 2020. "When choosing is painful: anticipated regret and psychological opportunity cost," Bordeaux Economics Working Papers 2020-04, Bordeaux School of Economics (BSE).
    20. Roee Teper, 2010. "Probabilistic Dominance and Status Quo Bias," Working Paper 5864, Department of Economics, University of Pittsburgh.

    More about this item


    Consumers’ anticipated regret; Uncertainty; Duopoly competition; Durable good;
    All these keywords.

    JEL classification:

    • D21 - Microeconomics - - Production and Organizations - - - Firm Behavior: Theory
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty
    • L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:jeczfn:v:139:y:2023:i:2:d:10.1007_s00712-023-00819-w. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.