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A Model of Buyer Regret: Selected Prepurchase and Postpurchase Antecedents and Consequences for the Brand and the Channel

Susan M. Keaveneya, Frank Huber & Andreas Herrmann

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abstract This research examines how two prepurchase stages of the buyer decision process–information search and alternative evaluation–and two postpurchase stages–evaluation of product and service attributes–influence buyer regret. The study extends prior consequences of regret to include purchase intentions toward both brand and the channel. Tested in a field sample of luxury automobile purchasers, results show that higher information search and alternative evaluation lead to more buyer regret; lower evaluations of service (but not product) attributes lead to more regret; and regret's consequences include reduced intentions to repurchase either the brand or from the dealership. Buyers who switch brands experience more regret than buyers who did not switch brands.
   
type journal paper
   
keywords Regret; Switching; Satisfaction; Services; Repurchase intentions; External search
   
language English
kind of paper journal article
date of appearance 1-12-2007
journal Journal of Business Research
publisher Elsevier (New York, NY)
ISSN 0148-2963
ISSN (online) 1873-7978
DOI 10.1016/j.jbusres.2006.07.005
volume of journal 60
number of issue 12
page(s) 1207-1215
review not reviewed
   
citation Keaveneya, S. M., Huber, F., & Herrmann, A. (2007). A Model of Buyer Regret: Selected Prepurchase and Postpurchase Antecedents and Consequences for the Brand and the Channel. Journal of Business Research, 60(12), 1207-1215, DOI:10.1016/j.jbusres.2006.07.005.