Friendship Alleviates Sense of Regret

The authors investigated whether psychological relatedness affects consumers’ sense of regret in consumption failure settings. Through three experiments the authors demonstrated that close relationship can alleviate sense of regret and this friendship effect was mediated by locus of causality, and was moderated by individuals’ level of subjective well-being.


JungHan Chung and Young-Won Ha (2020) ,"Friendship Alleviates Sense of Regret", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1205-1205.


JungHan Chung, Sogang University
Young-Won Ha, Sogang University


NA - Advances in Consumer Research Volume 48 | 2020

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