Would Perceived Unfairness Lead to Regret?

This article posits that perceived unfairness may lead to regret. A model is proposed to examine the relationship among outcome discrepancy, perceived fairness, experienced regret, satisfaction, and repurchase intention in a consumer decision making situation involving interpersonal comparison stand...

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Bibliographic Details
Main Authors: Tang, Felix, Jia, Jianmin
Format: Conference Proceeding
Language:English
Subjects:
Cognitive psychology
Consumer behavior
Emotions
Perceptions
Quantitative psychology
Studies
Online Access:Get full text
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Summary:This article posits that perceived unfairness may lead to regret. A model is proposed to examine the relationship among outcome discrepancy, perceived fairness, experienced regret, satisfaction, and repurchase intention in a consumer decision making situation involving interpersonal comparison standard. Results of an experiment suggested that realizing one has purchased from or participated in a transaction with a business that, after the fact, deemed to be unfair does lead one to regret from participating in such a transaction. This finding questions the assumption that regret is experienced only when a foregone outcome is better than that of the chosen option.
ISSN:0098-9258