The Interactive Effects Of Decision-Making And Expertise On The Experience Of Regret

Abstract

This empirical research introduces and validates the need for assessing regret from both the decision-making process and the product concurrently, subsequent to an unfavorable decision outcome during post-purchase assessment. Prior regret research in marketing has investigated the experience of regret either from the decision-making process or from the product, but not simultaneously. The research posits and shows that not examining the sources of the regret emotion simultaneously leads to a lop-sided assessment and is likely to inhibit future learning. Results from the study indicate that a differential regret experience is reflected when regret is measured from the decision-making process, however, the same is not revealed when regret is measured from the product.