This research proposes to examine regret arising from action versus inaction in consumer impulse buying situation.Although there has been extensive research in the regret field, no extant literature in marketing has been found that compared the regret from different decision, specifically in impulse buying conditions. From a experimental design, our analysis show that consumer experience greater regret from inaction decision than from action decision. Additionally, the intense level of consumer regret from action is different due to their situation factor, consumer under dissonant situation experienced more regret than the consumer who under consonant situation.
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