A Fresh Light on Choice Regret

Marcel Escher, University of Bamberg, Germany
Steffen Wölfl, University of Bamberg, Germany
Choice regret is a retrospect experience with important implications for consumer behavior in future decision situations. This research uses polynomial regression analysis and response surface analysis to deepen the understanding of choice regret. A study in the higher education context shows how an expectation-performance discrepancy affects choice regret.
[ to cite ]:
Marcel Escher and Steffen Wölfl (2016) ,"A Fresh Light on Choice Regret", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 729-729.