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Regret: cognitions and emotions after the purchase

In: Cross-Cultural Consumer Behavior

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Abstract

This chapter briefly reviews the concept of post-purchase regret (both anticipated regret and post-decision regret) and compares it to dissatisfaction and anger. Consumers may believe that a purchase decision was right at the time of purchase, they later may regret it. Dissatisfaction is distinguished from regret in that it directly affects both repurchase intention and complaint intention, whereas regret directly affects only repurchase intention. The distinction between anticipated regret and post-decision regret is also explained.

Suggested Citation

  • ., 2023. "Regret: cognitions and emotions after the purchase," Chapters, in: Cross-Cultural Consumer Behavior, chapter 24, pages 430-432, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:21561_24
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