Regret: cognitions and emotions after the purchase

This chapter briefly reviews the concept of post-purchase regret (both anticipated regret and post-decision regret) and compares it to dissatisfaction and anger. Consumers may believe that a purchase decision was right at the time of purchase, they later may regret it. Dissatisfaction is distinguished from regret in that it directly affects both repurchase intention and complaint intention, whereas regret directly affects only repurchase intention. The distinction between anticipated regret and post-decision regret is also explained.