The impact of product regret on repurchase intention
Ya Ping Chang, Yin Gao, and Dong Hong Zhu, (Huazhong University of Science and Technology), 2015, 43(8), 1347–1360

Few people would not have experienced product regret, particularly after underconsidered purchases that happen because of the perception of an irresistible bargain. In addition, product outcome regret, which involves regret for having paid the full price for a product that could have been bought at a discounted price, may occur.

In this article, the authors explored the relationship between product regret and repurchase intention and found that both dimensions of product regret had a negative effect on consumers’ repurchase intention. In addition, regret attribution was a vital factor in outcome and process regret. When consumers attributed product regret externally, that is, to the sellers, they experienced negative emotions and behaviors, leading to reduced repurchase intention. In contrast, internal or self-attribution did not affect consumers’ repurchase intention because they could reduce their sense of discomfort through self-affirmation.

It is not surprising that paying more for a product than is necessary will produce a sense of unfairness. However, in this regard, I have a cautionary tale. When my father decided to wait until the final day of a half-price sale at the bookstore Whitcoulls, he missed out on buying the book he wanted, as someone else had already purchased the only copy at the regular price. My own experiences with process regret have mainly been when I have bought clothes. I cannot understand how they can fit in the changing room in the shop but not when I try them on at home! 

The authors finish by discussing helpful practical implications for their findings in regard to the different kinds of product regret and attribution, and repurchase intention in different markets.

Katharine Samuel | Copyeditor
Social Behavior and Personality: an international journal