How does post-purchase regret influence consumers' purchase intention for the almost-chosen brand in online shopping : the mediating role of self-brand connection

Abstract

The purpose of this research is to explore the relationship between post-purchase regret and consumers' purchase intention for the almost-chosen brand and the mediating role of Self-Brand Connection through two experiments. The results provide evidence for the potent impact of post-decisional regret on enhancing consumers' self-brand connections with the almost-chosen brand and subsequent purchase intention, particularly in the context of a wider choice set. The findings will give brand marketers insights into the importance of consumer regret and its previously less-noticed consequences related to SBC.