To Justify or Not to Justify : The Role of Anticipated Regret on Consumers ’ Decisions to Upgrade Technological Innovations

@inproceedings{Shih2016ToJO,
  title={To Justify or Not to Justify : The Role of Anticipated Regret on Consumers ’ Decisions to Upgrade Technological Innovations},
  author={Eric Chuan-Fong Shih and Hope Schau},
  year={2016}
}
Prior research suggests that adoption decisions are primarily based on product features and experiential opportunities, like trial and observation. Our research follows inquiries that identify anticipated regret (AR) as an emotion integral to consumer decision making. Prior research and current retailing practice assume that AR can be alleviated by compelling product attribute-based rationales for immediate purchase. These rationales often take the form of direct attribute comparisons between… CONTINUE READING