Management of Post-Purchase Regret

Melika M'Barek, Abderrazak Gharbi
2012 Journal of Supply Chain and Customer Relationship Management  
The purpose of this article consists in exploring the regulation strategies of post purchase regret in the consumer. A qualitative approach was used via in-depth interviews, and focus groups were conducted. The results obtained allowed us to show that the consumer is often motivated to regulate his regret to restore a psychological balance that was broken. These regulating strategies of regret may be focused either on the objective, the decision, the alternative or on the feeling.
doi:10.5171/2012.929910 fatcat:do2ff6zjwrfezaioriu54veyb4