The influence of unawareness set and order effects in consumer regret

Authors: Lin, Chien-Huang; Huang, Wen-Hsien

Source: Journal of Business and Psychology, Volume 21, Number 2, December 2006 , pp. 293-311(19)

Publisher: Springer

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Abstract:

Prior research on regret has assumed a consideration set of only two-alternatives. The authors have relaxed that assumption and have developed hypotheses to examine the influence of the unawareness set and order effects in the measurement of consumer regret in a post-purchase evaluation. The results demonstrated that the brands consumers were previously unaware of, do indeed influence consumer regret, especially in a post-purchase upward comparison situation (comparing to superior unknown brands); this was not the case in a post-purchase downward comparison situation (comparing to inferior unknown brands). Order effects were also found to moderate consumer regret.

Keywords: regret; upward comparison; downward comparison; order effects; unawareness set

Document Type: Research article

DOI: http://dx.doi.org/10.1007/s10869-006-9030-9

Affiliations: 1: Email: huang.wenhsien@seed.net.tw

Publication date: 2006-12-01