Would Perceived Unfairness Lead to Regret?

This article posits that perceived unfairness may lead to regret. A model is proposed to examine the relationship among outcome discrepancy, perceived fairness, experienced regret, satisfaction, and repurchase intention in a consumer decision making situation involving interpersonal comparison standard. Results of an experiment suggested that realizing one has purchased from or participated in a transaction with a business that, after the fact, deemed to be unfair does lead one to regret from participating in such a transaction. This finding questions the assumption that regret is experienced only when a foregone outcome is better than that of the chosen option.


Felix Tang and Jianmin Jia (2008) ,"Would Perceived Unfairness Lead to Regret?", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 750-751.


Felix Tang, Chinese University of Hong Kong, China
Jianmin Jia, Chinese University of Hong Kong, China


NA - Advances in Consumer Research Volume 35 | 2008

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