The Regret Pathway: Linking Risk, Impulsivity, and Materialism to Post-Purchase Behaviors

https://doi.org/10.5281/zenodo.17936978

Abstract

The current research examines the antecedents and outcomes of purchase regret, which is a decisive post purchase affect and the determinant of consumer fulfillment and extended brand associations. Based on the regret theory, confirmation disconfirmation theory, and consumer decision-making models, a conceptual framework was examined through the data of 1,200 respondents. Findings prove that perceptions of risk, unmet expectations, alternative attractiveness (FoMO), materialism, gender variations, and consumer engagement are the highest predictors of purchase regret. Regret, in its turn, has a negative impact on satisfaction, lowers the repurchase intention, provokes brand switching, and causes negative word-of-mouth to be stimulated. Measurement model tests established the reliability, validity, and model fit, while structural analysis revealed a strong predictive capacity. The study contributes by integrating multiple antecedents simultaneously, moving beyond fragmented studies. Managerially, findings emphasize the importance of managing expectations, reducing perceived risks, and strengthening brand equity and trust to mitigate regret. Future research should adopt longitudinal and cross-cultural designs, and explore the role of AI-enabled decision aids in reducing regret.

Keywords: Purchase regret, perceived risk, consumer satisfaction, brand switching, word-of-mouth, consumer behavior, confirmation disconfirmation, materialism