The purpose of this article consists in exploring the regulation strategies of post purchase\r\nregret in the consumer. A qualitative approach was used via in-depth interviews, and focus\r\ngroups were conducted.\r\nThe results obtained allowed us to show that the consumer is often motivated to regulate his\r\nregret to restore a psychological balance that was broken. These regulating strategies of regret\r\nmay be focused either on the objective, the decision, the alternative or on the feeling.
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