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How Impulsivity influences the Post-purchase Consumer Regret?

How Impulsivity influences the Post-purchase Consumer Regret? AbstractBackgroundThe role of impulsivity in post-purchase consumer regret is unclear and intriguing because of the negative emotions that underlie both constructs. It is particularly important to examine the impact of impulsivity on the relationship between regret and the Emotionality dimension of the HEXACO model of personality.ObjectivesThe purpose of this paper was to investigate the associations between consumer regret components: outcome regret and process regret, attention, motor and non-planning dimensions of impulsivity and Fearfulness, Anxiety, Dependence and Sentimentality domains of Emotionality.Methods/ApproachThe sample consisted of undergraduates from Zagreb, Croatia (Mage = 25.93, 56% females). The correlation and the regression analysis were performed. We used the Baratt impulsivity scale (BIS-11), the HEXACO-PI-R Emotionality scale and the Post Purchase Regret Scale (PPRS).ResultsThe PPCR total score was associated with the BIS-11 total score, attention and non-planning impulsivity. Regret due to foregone alternatives was related to attention and non-planning impulsivity, while regret due to a change in significance was related only to attention impulsivity. Regret due to under-consideration positively correlated with non-planning impulsivity.ConclusionsThe results indicate that relations between impulsivity and consumer regret have an important role in understanding consumer behavior and that impulsivity has a moderate association between consumer regret and Emotionality. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Business Systems Research Journal de Gruyter

How Impulsivity influences the Post-purchase Consumer Regret?

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Publisher
de Gruyter
Copyright
© 2020 Katarina Sokić et al., published by Sciendo
ISSN
1847-9375
eISSN
1847-9375
DOI
10.2478/bsrj-2020-0024
Publisher site
See Article on Publisher Site

Abstract

AbstractBackgroundThe role of impulsivity in post-purchase consumer regret is unclear and intriguing because of the negative emotions that underlie both constructs. It is particularly important to examine the impact of impulsivity on the relationship between regret and the Emotionality dimension of the HEXACO model of personality.ObjectivesThe purpose of this paper was to investigate the associations between consumer regret components: outcome regret and process regret, attention, motor and non-planning dimensions of impulsivity and Fearfulness, Anxiety, Dependence and Sentimentality domains of Emotionality.Methods/ApproachThe sample consisted of undergraduates from Zagreb, Croatia (Mage = 25.93, 56% females). The correlation and the regression analysis were performed. We used the Baratt impulsivity scale (BIS-11), the HEXACO-PI-R Emotionality scale and the Post Purchase Regret Scale (PPRS).ResultsThe PPCR total score was associated with the BIS-11 total score, attention and non-planning impulsivity. Regret due to foregone alternatives was related to attention and non-planning impulsivity, while regret due to a change in significance was related only to attention impulsivity. Regret due to under-consideration positively correlated with non-planning impulsivity.ConclusionsThe results indicate that relations between impulsivity and consumer regret have an important role in understanding consumer behavior and that impulsivity has a moderate association between consumer regret and Emotionality.

Journal

Business Systems Research Journalde Gruyter

Published: Nov 1, 2020

Keywords: consumer regret; attention impulsivity; motor impulsivity; non-planning impulsivity; Emotionality; D12

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