Decision Making and Regret in Food Consumption in Fast-Food Chains

The article reports the results of a study that aimed to understand the relationship between cognitive and affective aspects in the post-purchase period and to identify which attributes are capable of reducing consumer regret. This research used a quantitative approach based on the application of a questionnaire composed of the regret measurement scale proposed by Nicolao and Rossi (2003) and the identification of decision-making attributes inspired by the work of Loriato (2015). In all, 657 questionnaires were obtained. The data were analyzed by means of Regression Analysis. At the time of pre-purchase, consumers tend to evaluate the smell, look/appearance, good service, staff appearance and hygiene, location, temperature, taste, and physical structure of the place. The use of such attributes is relevant in almost 80% of the cases. After consumption, it is common for the feeling of regret to appear, reaching an overall average of almost 50% of the points, which is quite relevant in a food scenario. The article contributes to advancing a deeper understanding of the issues of regret when assessed in the context of fast-food consumption. This is relevant to the literature related to consumer decision processes, but also to the field of consumption and marketing in general.