Regret is not only an emotional reaction to the bad results of decision but also a powerful force that\r\nmotivates and directs one�s behavior. In this paper, we studied the impact of regret on the post\r\ndecision-making behavior of the consumer. A qualitative study was conducted to explore the\r\nconsequences of regret on consumer behavior.\r\nIt was shown that regret has an influence on the post purchase evaluation via its impact on\r\nsatisfaction and has various behavioral consequences such as: complaint, repurchasing behavior,\r\nWord of mouth communication, return, inertia etc...
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