The influence of unawareness set and order effects in consumer regret

Chien Huang Lin, Wen Hsien Huang

研究成果: 雜誌貢獻期刊論文同行評審

11 引文 斯高帕斯(Scopus)

摘要

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.

原文???core.languages.en_GB???
頁(從 - 到)293-311
頁數19
期刊Journal of Business and Psychology
21
發行號2
DOIs
出版狀態已出版 - 12月 2006

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