11L Does Rejection Make You Feel Better? the Influential Role of Choice Type in Post-Purchase Regret

Most research on post-purchase regret focuses on selection tasks rather than rejection tasks. Accordingly, this paper investigates the potential effects of rejection tasks on regret, via two studies. Both show shoppers who engage in a rejection task feel less regret than those who perform a selection task.



Citation:

Chao-Feng Lee, Hsiu-Ju Wang, Yin-Hui Cheng, and Shih-Chieh Chuang (2019) ,"11L Does Rejection Make You Feel Better? the Influential Role of Choice Type in Post-Purchase Regret", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 981-981.

Authors

Chao-Feng Lee, National Chung Cheng University, Taiwan
Hsiu-Ju Wang, Chao Yang University of Technology, Taiwan
Yin-Hui Cheng, National Taichung University of Education, Taiwan
Shih-Chieh Chuang, National Chung Cheng University, Taiwan



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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