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??? |
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頁(從 - 到) | 293-311 |
頁數 | 19 |
期刊 | Journal of Business and Psychology |
卷 | 21 |
發行號 | 2 |
DOIs | |
出版狀態 | 已出版 - 12月 2006 |