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Die Qual der Wahl: Die Bedeutung des Regret bei Kaufentscheidungen

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Listed:
  • Andreas Herrmann

    (Universität St.-Gallen)

  • Frank Huber

    (Universität Mainz)

  • Christian Seilheimer

    (Universität Mainz)

Abstract

Summary Regret results from comparing the outcome of a chosen alternative to the outcome of a foregone alternative. Research shows that this emotion is highly relevant for consumer behavior and decision making, but in consumer research, only a few studies deal with regret. Most of these studies do not measure regret explicitly. And none of these studies include the antecedents of regret. They only examine the consequences of regret on consumer behavior, such as satisfaction. In contrast, the antecedents of regret, but not the consequences, has been a topic of interest in social psychology. Our research indicates that it is fruitful to analyze the antecedents of regret and its consequences together. Further we demonstrate that it is possible to summarize a wide variety of antecedents of regret. Last we measure regret explicitly with multiple item measures.

Suggested Citation

  • Andreas Herrmann & Frank Huber & Christian Seilheimer, 2003. "Die Qual der Wahl: Die Bedeutung des Regret bei Kaufentscheidungen," Schmalenbach Journal of Business Research, Springer, vol. 55(3), pages 224-249, May.
    • Handle: RePEc:spr:sjobre:v:55:y:2003:i:3:d:10.1007_bf03372705
    DOI: 10.1007/BF03372705
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    References listed on IDEAS

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    Cited by:

    1. Mark Heitmann & Andreas Herrmann, 2007. "Die Zufriedenheit mit dem Entscheidungsprozess als Determinante der Kundenbindung," Schmalenbach Journal of Business Research, Springer, vol. 59(5), pages 530-566, August.

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    Keywords

    M30;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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