If Only I Switched Instead: Exploring the Consequence of Regret & Consumer Brand Switching Behaviors

My Bui, University of Arkansas
The purpose of this research is to better understand how consumers’ regret coping behaviors influence brand switching. An experimental design is used to examine how regret and validation influence attitude toward brand bought, satisfaction toward purchase decision, and brand switching likelihood. Findings indicate that although expectations were invalidated and regret was reduced, consumers have more favorable attitudes and higher satisfaction level towards the brand purchased. Furthermore, the results reveal that when regret was induced, consumers have a higher likelihood of switching brands. Implications for advertisers, brand managers, and consumers are offered.
[ to cite ]:
My Bui (2008) ,"If Only I Switched Instead: Exploring the Consequence of Regret & Consumer Brand Switching Behaviors", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 893-893.