The influence of unawareness set and order effects in consumer regret |
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Authors: | Chien-Huang Lin Wen-Hsien Huang |
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Institution: | (1) National Central University, Jhongli City, Taiwan;(2) Soochow University, Taipei County, Taiwan;(3) Department of Business Administration, Soochow University, No.56, Sec. 1, Gueiyang Street, Taipei City, 100, Taiwan |
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Abstract: | Prior research on regret has assumed a consideration set of only two-alternatives. The authors have relaxed that assumption and have developed hypotheses to examine the influence of the unawareness set and order effects in the measurement of consumer regret in a post-purchase evaluation. The results demonstrated that the brands consumers were previously unaware of, do indeed influence consumer regret, especially in a post-purchase upward comparison situation (comparing to superior unknown brands); this was not the case in a post-purchase downward comparison situation (comparing to inferior unknown brands). Order effects were also found to moderate consumer regret. |
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Keywords: | regret upward comparison downward comparison order effects unawareness set |
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