Effects of Anticipated Regret on Post-purchase Experience and Research Hypotheses
It has been argued here that home purchases are more closely associated with anticipated
regret when compared to other types of consumption. However, little is known about the
effect of anticipated regret on post-purchase feelings, such as experienced regret. More
attention has been called to the study of it (Pieters & Zeelenberg, 2007).
Is anticipation of regret in home purchases a vaccine or a trigger to experienced regret?
Both seem possible. On the one hand, anticipated regret would make people think
carefully about their decisions to avoid regretful outcomes (e.g. Janis & Mann, 1977).
In addition, it might make people mentally prepared against possible negative outcomes to
mitigate experienced regret once they become a reality
Effects of Anticipated Regret on Post-purchase Experience and Research Hypotheses
It has been argued here that home purchases are more closely associated with anticipated
regret when compared to other types of consumption. However, little is known about the
effect of anticipated regret on post-purchase feelings, such as experienced regret. More
attention has been called to the study of it (Pieters & Zeelenberg, 2007).
Is anticipation of regret in home purchases a vaccine or a trigger to experienced regret?
Both seem possible. On the one hand, anticipated regret would make people think
carefully about their decisions to avoid regretful outcomes (e.g. Janis & Mann, 1977).
In addition, it might make people mentally prepared against possible negative outcomes to
mitigate experienced regret once they become a reality
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