Investigating the antecedents of post-purchase regret
In the field of consumer psychology, research on post-purchase affects is of great interest to marketers because they can potentially predict the future buying behaviour of the consumers. Much of the present research done has been on post-purchase product satisfaction; however, much lesser research...
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| Format: | Final Year Project (FYP) |
| Language: | English |
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2015
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| Online Access: | http://hdl.handle.net/10356/63423 |
| _version_ | 1826129640952954880 |
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| author | Huang, Benny Ying Sheng |
| author2 | Ho Moon-Ho Ringo |
| author_facet | Ho Moon-Ho Ringo Huang, Benny Ying Sheng |
| author_sort | Huang, Benny Ying Sheng |
| collection | NTU |
| description | In the field of consumer psychology, research on post-purchase affects is of great interest to marketers because they can potentially predict the future buying behaviour of the consumers. Much of the present research done has been on post-purchase product satisfaction; however, much lesser research was done on post-purchase regret. The post-purchase regret refers to the feeling of regret that some consumers experience after purchasing an item. Such feeling of regret occurs for various reasons, a major reason being that consumers may consider their chosen option against their rejected options (Inman, Dyer, & Jia, 1997). However, post-purchase regret was identified as one of the major affect influencing future buying behaviours of the consumers (Tsiros, 1998; Tsiros & Mittal, 2000). The objective of our study was to contribute to the pool of research that may eventually aid in the construction of a robust process model for consumer's regret. Our study contributes to this research by studying the types of counter-factual thinking, product type and level of obsessive-compulsive symptoms as possible antecedents of level of post-purchase regret. We investigated by administering various decision-making tasks, reflection tasks and questionnaires to 84 local undergraduate students and collecting their post-purchase regret score. Our results revealed significant effect for the types of counter-factual thinking on the level of post-purchase regret levels, where upward counter-factual thinking increases post-purchase regret while downward counter-factual thinking decreases it. However, no significant effect was found for product type and the level of obsessive-compulsive symptoms on post-purchase regret. |
| first_indexed | 2024-10-01T07:43:50Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/63423 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T07:43:50Z |
| publishDate | 2015 |
| record_format | dspace |
| spelling | ntu-10356/634232019-12-10T12:07:29Z Investigating the antecedents of post-purchase regret Huang, Benny Ying Sheng Ho Moon-Ho Ringo School of Humanities and Social Sciences DRNTU::Social sciences::Psychology::Applied psychology In the field of consumer psychology, research on post-purchase affects is of great interest to marketers because they can potentially predict the future buying behaviour of the consumers. Much of the present research done has been on post-purchase product satisfaction; however, much lesser research was done on post-purchase regret. The post-purchase regret refers to the feeling of regret that some consumers experience after purchasing an item. Such feeling of regret occurs for various reasons, a major reason being that consumers may consider their chosen option against their rejected options (Inman, Dyer, & Jia, 1997). However, post-purchase regret was identified as one of the major affect influencing future buying behaviours of the consumers (Tsiros, 1998; Tsiros & Mittal, 2000). The objective of our study was to contribute to the pool of research that may eventually aid in the construction of a robust process model for consumer's regret. Our study contributes to this research by studying the types of counter-factual thinking, product type and level of obsessive-compulsive symptoms as possible antecedents of level of post-purchase regret. We investigated by administering various decision-making tasks, reflection tasks and questionnaires to 84 local undergraduate students and collecting their post-purchase regret score. Our results revealed significant effect for the types of counter-factual thinking on the level of post-purchase regret levels, where upward counter-factual thinking increases post-purchase regret while downward counter-factual thinking decreases it. However, no significant effect was found for product type and the level of obsessive-compulsive symptoms on post-purchase regret. Bachelor of Arts 2015-05-13T07:27:36Z 2015-05-13T07:27:36Z 2015 2015 Final Year Project (FYP) http://hdl.handle.net/10356/63423 en Nanyang Technological University 37 p. application/pdf |
| spellingShingle | DRNTU::Social sciences::Psychology::Applied psychology Huang, Benny Ying Sheng Investigating the antecedents of post-purchase regret |
| title | Investigating the antecedents of post-purchase regret |
| title_full | Investigating the antecedents of post-purchase regret |
| title_fullStr | Investigating the antecedents of post-purchase regret |
| title_full_unstemmed | Investigating the antecedents of post-purchase regret |
| title_short | Investigating the antecedents of post-purchase regret |
| title_sort | investigating the antecedents of post purchase regret |
| topic | DRNTU::Social sciences::Psychology::Applied psychology |
| url | http://hdl.handle.net/10356/63423 |
| work_keys_str_mv | AT huangbennyyingsheng investigatingtheantecedentsofpostpurchaseregret |