Regret and performance uncertainty in consumer repeat choice

被引：0
作者：
Rong Chen
Jianmin Jia
机构：
[1] Tsinghua University,Department of Marketing, School of Economics and Management
[2] Southwest Jiaotong University,Department of Marketing, Faculty of Business Administration, the Chinese University of Hong Kong, and School of Economics and Management
来源：
Marketing Letters | 2012年 / 23卷
关键词：
Regret; Performance uncertainty; Risk attitude; Consumer choice; Bayesian model;
D O I：
暂无
中图分类号：
学科分类号：
摘要：
The role of regret on consumer choices has been well recognized in risky purchasing contents. Rather than outcome comparison, regret should also be contingent on the extent of consumer expectation uncertainty on performance. To explore this issue, the paper first draws some propositions based on a Bayesian updating model assuming consumer expectation as a kind of distribution. By two experiments, we show that consumers change their choice intention for alternatives with different performance uncertainty even though zero disconfirmation and no regret are experienced. Consumer experience and risk attitude moderate the change pattern.
引用
收藏
页码：353 / 365
页数：12
相关论文
共 77 条
[1]  
Ahmad R(2002)Customer retention management: A reflection of theory and practice Marketing Intelligence & Planning 20 149-161
[2]  
Buttle F(2003)The psychology of doing nothing: Forms of decision avoidance result from reason and emotion Psychological Bulletin 129 139-166
[3]  
Anderson CJ(1993)The antecedents and consequences of consumer satisfaction for firms Marketing Science 12 125-143
[4]  
Anderson EW(1982)Regret in decision making under uncertainty Operations Research 30 961-981
[5]  
Sullivan MW(1985)Disappointment in decision making under uncertainty Operations Research 35 1-27
[6]  
Bell DE(1998)A dynamic model of the duration of the customer’s relationship with a continuous service provider: The role of satisfaction Marketing Science 17 45-65
[7]  
Bell DE(1999)The quality double whammy Marketing Science 18 116-128
[8]  
Bolton R(1993)A dynamic process model of service quality Journal of Marketing Research 30 7-27
[9]  
Boulding W(2005)Study of impacts from regret and uncertainty on consumer choice Journal of Management Science in China 8 19-26
[10]  
Kalra A(1982)An investigation into the determinants of customer satisfaction Journal of Marketing Research 19 491-504
12345678