A Fresh Light on Choice Regret

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.



Citation:

Marcel Escher and Steffen Wölfl (2016) ,"A Fresh Light on Choice Regret", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 729-729.

Authors

Marcel Escher, University of Bamberg, Germany
Steffen Wölfl, University of Bamberg, Germany



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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