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Consumer tendency to regret: evidence for individual differences in the experience of regret

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Date
2004
Dewey
Marketing
Sujet
Counterfactual thinking; Regret; Post-decision evaluation; Consumer tendency to regret
JEL code
M31
Conference name
33rd Annual Conference of the European Marketing Academy
Conference date
2004
Conference city
Murcia
Conference country
Espagne
URI
https://basepub.dauphine.fr/handle/123456789/1076
Collections
  • DRM : Publications
Metadata
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Author
Delacroix, Eva
Type
Communication / Conférence
Abstract (EN)
Regret is defined as the painful emotion that is experienced when a consumer realizes that the outcome he or she experiences as a consequence of a purchase decision is worse than the outcome he could have experienced had he chosen differently. The scientific studies on regret have provided useful information on the antecedents and consequences of regret. But except for a few studies, none of these works have analyzed individual differences in the propensity to regret one's decisions. In the present research, we argue that some people regret their decisions more often than others. We conceptualize and measure this individual difference as a personality trait, calling it Consumer Tendency to Regret (CTR) and explore its links with several personality and demographic variables.

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