Regret: A model of its antecedents and consequences in consumer decision making

Michael Tsiros, Vikas Mittal

Research output: Contribution to journalArticle

315 Scopus citations


The article develops a model of regret and tests it via four studies. Study 1 develops a multi-item measure of regret and distinguishes it from satisfaction. It also shows that, while satisfaction directly influences both repurchase and complaint intertions, regret directly influences only repurchase intentions, and its effect on complaint intentions is fully mediated via satisfaction. Study 2 examines the antecedents and moderators of regret. It shows that regret is experienced even in the absence of information on a better-forgone outcome. Furthermore, the moderating effect of three situation-specific characteristics (outcome valence, status quo preservation, and reversibility of the outcome) is examined. Studies 3 and 4 examine the cognitive process underlying the experiencing of regret in the absence of information on a better-forgone outcome. Generation of counterfactuals is identified as the cognitive mechanism that engenders regret. Results show that counterfactuals are most likely to be generated when the chosen outcome is negative and not the status quo.

Original languageEnglish (US)
Pages (from-to)401-417
Number of pages17
JournalJournal of Consumer Research
Issue number4
StatePublished - Mar 2000


ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

Cite this