Modeling regret effects on consumer post-purchase decisions

  title={Modeling regret effects on consumer post-purchase decisions},
  author={My Nguyen Hoan Bui},
Purpose – The purpose of this paper is to assess how regret affects consumer satisfaction levels, extent of rumination, and brand-switching intention. The paper also seeks to examine any mediating effects between regret and rumination that can be found due to consumers’ negative emotions. Design/methodology/approach – A purchase-decision scenario was presented to 125 undergraduate students. A between-subjects experimental design was conducted and structural equation modelling was utilized to… CONTINUE READING

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