Not Immediately Stupid: the Moderating Effects of Purchase Immediacy and the Mediating Effects of Regret on Self-Perceptions of Consumer Incompetence

Matthew Philp, Queen's University, Canada
Laurence Ashworth, Queen's University, Canada
Individuals feel like an incompetent consumer after postpurchase discovery of a lower available price. This effect is attenuated when purchase immediacy is high, where the purchase was made out of immediate necessity. A model is presented showing that consumer incompetence is moderated by purchase immediacy and mediated by regret.
[ to cite ]:
Matthew Philp and Laurence Ashworth (2012) ,"Not Immediately Stupid: the Moderating Effects of Purchase Immediacy and the Mediating Effects of Regret on Self-Perceptions of Consumer Incompetence", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1121-1121.