"I'm Glad I Did" Or "I Wish I Had:" the Comparative Effects of Satisfaction and Non-Purchase Regret on Future Purchase Intentions

Henrik Hagtvedt, Terry College of Business, University of Georgia, USA
Matthew Lancellotti, California State University Fullerton
Vanessa Patrick, Terry College of Business, University of Georgia, USA
We examine the influence of regret for a forgone purchase opportunity on consumers’ motivation to purchase the product in the future. In two studies we find that regretful non-purchasers are as likely as satisfied customers to purchase in the future, and also to pay a premium for this purchase. We theorize that regretful consumers idealize forgone opportunities construing them to be as satisfying as consumers who availed of the opportunity and enjoyed it. This counterintuitive finding suggests that marketers may take advantage of consumers’ forgone opportunities by highlighting them in retrospect, thus inducing inaction regret in consumers as a part of ensuring future patronage.
[ to cite ]:
Henrik Hagtvedt, Matthew Lancellotti, and Vanessa Patrick (2007) ,""I'm Glad I Did" Or "I Wish I Had:" the Comparative Effects of Satisfaction and Non-Purchase Regret on Future Purchase Intentions", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 358-360.