Not Immediately Stupid: the Moderating Effects of Purchase Immediacy and the Mediating Effects of Regret on Self-Perceptions of Consumer Incompetence
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.
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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1121-1121.
Matthew Philp, Queen's University, Canada
Laurence Ashworth, Queen's University, Canada
NA - Advances in Consumer Research Volume 40 | 2012
How Temporal Separation in Budgeting Affects Spending Behavior
Yuna Choe, Texas A&M University, USA
Christina Kan, Texas A&M University, USA
R9. The Asymmetric Effects Of Attitude Toward The Brand (Symbolic Vs. Functional) Upon Recommendation System (Artificial Intelligence Vs. Human)
Kiwan Park, Seoul National University, USA
Yaeri Kim, Seoul National University, USA
Seojin Stacey Lee, Seoul National University, USA
Q9. Free or Fee? Consumers’ Decision to Pay for the Premium Version of a Music Streaming Service Rather than Using its Free Version
Sebastian Danckwerts, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University