Consumer Regret: Effect of Counter-Factual Thinking on Post-Purchase Behavior

This study inspected effect of counter-factual thinking on post-purchase behavior producing consumer regret at HMR selection and purchase to find out factors that HMR production and distribution business should consider. The consumers who often resented HMR purchase did counter-factual thinking on post-purchase behavior to be likely to do switching purchase. Counter-factual thinking on post-purchase behavior had negative influence upon consumer s satisfaction with HMR safety and marketing characteristics.

1. Introduction

2. Theoretical Background

3. Methodologies

4. Empirical Analysis

5. Summary

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