IDEAS home Printed from https://ideas.repec.org/a/oup/jconrs/v19y1992i1p105-18.html
   My bibliography  Save this article

The Influence of Anticipating Regret and Responsibility on Purchase Decisions

Author

Listed:
  • Simonson, Itamar

Abstract

It is suggested that consumers' choices between alternatives can be systematically influenced by asking them to an anticipate the regret and responsibility they would feel if they made the wrong decision. Specifically, on the basis of the notion that choices of conventional or default options are associated with lower regret and responsibility, it is proposed that consumers who anticipate how they would feel if they made the wrong decision would be more likely to purchase a currently available item on sale rather than wait for a better sale and more likely to prefer a higher-priced, well-known brand over a less expensive, lesser-known brand. These propositions were supported in three studies. The findings also suggest that an error caused by selection of a lesser-known, lower-priced brand is associated with greater responsibility but less regret than an error caused by a choice of a well-known, higher-priced brand. Copyright 1992 by the University of Chicago.

Suggested Citation

  • Simonson, Itamar, 1992. "The Influence of Anticipating Regret and Responsibility on Purchase Decisions," Journal of Consumer Research, Oxford University Press, vol. 19(1), pages 105-118, June.
  • Handle: RePEc:oup:jconrs:v:19:y:1992:i:1:p:105-18
    DOI: 10.1086/209290
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/209290
    Download Restriction: no

    More about this item

    Statistics

    Access and download statistics

    Corrections

    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:oup:jconrs:v:19:y:1992:i:1:p:105-18. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Oxford University Press). General contact details of provider: .

    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.

    We have no references for this item. You can help adding them by using 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.

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

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.