Article Category: Research article
Publié en ligne: 03 déc. 2020
Pages: 14 - 29
Reçu: 14 déc. 2019
Accepté: 19 avr. 2020
DOI: https://doi.org/10.2478/bsrj-2020-0024
Mots clés
© 2020 Katarina Sokić et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.
Background
The role of impulsivity in post-purchase consumer regret is unclear and intriguing because of the negative emotions that underlie both constructs. It is particularly important to examine the impact of impulsivity on the relationship between regret and the Emotionality dimension of the HEXACO model of personality.
Objectives
The purpose of this paper was to investigate the associations between consumer regret components: outcome regret and process regret, attention, motor and non-planning dimensions of impulsivity and Fearfulness, Anxiety, Dependence and Sentimentality domains of Emotionality.
Methods/Approach
The sample consisted of undergraduates from Zagreb, Croatia (
Results
The PPCR total score was associated with the BIS-11 total score, attention and non-planning impulsivity. Regret due to foregone alternatives was related to attention and non-planning impulsivity, while regret due to a change in significance was related only to attention impulsivity. Regret due to under-consideration positively correlated with non-planning impulsivity.
Conclusions
The results indicate that relations between impulsivity and consumer regret have an important role in understanding consumer behavior and that impulsivity has a moderate association between consumer regret and Emotionality.