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Releasing the Regret Lock: Consumer Response to New Alternatives after a Sale

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  • Michael Tsiros

Abstract

This research examines how consumers behave after they miss a sale and subsequently face a smaller sale for the same or different product. According to the proposed theory, a two-way interaction is predicted in which adding another similar alternative to the choice set leads to higher choice deferral without prior sale information but lower choice deferral with information about missing a larger sale on one of the alternatives. In addition, the new alternative in the choice set becomes more attractive and captures most of the market share. The results from three lab experiments and one field experiment confirm the hypotheses and the proposed mechanism. The article concludes with a discussion of the theoretical and managerial implications of the findings. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

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  • Michael Tsiros, 2009. "Releasing the Regret Lock: Consumer Response to New Alternatives after a Sale," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(6), pages 1039-1059, April.
    • Handle: RePEc:oup:jconrs:v:35:y:2009:i:6:p:1039-1059
    DOI: 10.1086/593698
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    Cited by:

    1. Gabler, Colin B. & Myles Landers, V. & Reynolds, Kristy E., 2017. "Purchase decision regret: Negative consequences of the Steadily Increasing Discount strategy," Journal of Business Research, Elsevier, vol. 76(C), pages 201-208.
    2. Cervi, Cleber & Brei, Vinicius Andrade, 2022. "Choice deferral: The interaction effects of visual boundaries and consumer knowledge," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    3. Conor M. Henderson & Lena Steinhoff & Colleen M. Harmeling & Robert W. Palmatier, 2021. "Customer inertia marketing," Journal of the Academy of Marketing Science, Springer, vol. 49(2), pages 350-373, March.
    4. Ketron, Seth & Spears, Nancy, 2020. "Schema-ing with color and temperature: The effects of color-temperature congruity and the role of non-temperature associations," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    5. Seunghwan Lee & Min Jung Kim & Dae-Young Kim, 2022. "The Effect of Airbnb Users’ Regret on Dissatisfaction and Negative Behavioral Intention," IJERPH, MDPI, vol. 20(1), pages 1-19, December.
    6. van Putten, Marijke & Zeelenberg, Marcel & van Dijk, Eric, 2013. "How consumers deal with missed discounts: Transaction decoupling, action orientation and inaction inertia," Journal of Economic Psychology, Elsevier, vol. 38(C), pages 104-110.
    7. 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.

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