Impact of Anticipatory Regret in Action and Inaction Behaviors and Service Evaluation

摘要

Our research investigates the extent to which regret produced by actions and inactions (1) impacts consumer evaluations as well as (2) can act as an intermediary between anticipatory regret and service outcomes. In addition, based on regulatory focus theory (Higgins 1998), it is suggested that the relationship between the outcomes from customer behaviors (i.e. actions or inactions), and the level of post-decision regret may be influenced by the way consumers go about regulating goal pursuits.