engleski

How Impulsivity influences Post-purchase Consumer Regret?

Background: The role of impulsivity in post- purchase consumer regret is unclear and intriguing because of the negative emotions that underlie both constructs. It is particularly important to examine the impact of impulsivity on the relationship between regret and Emotionality dimension of the HEXACO model of personality. Objectives: The purpose of this paper was to investigate the associations between consumer regret components: outcome regret and process regret, attention, motor and non-planning dimensions of impulsivity and Fearfulness, Anxiety, Dependence and Sentimentality domains of Emotionality. Methods/Approach: The sample consisted of 272 undergraduates from Zagreb (Mage = 25, 93, 56% females). Correlation and regression analysis methods were performed. We used Baratt impulsivity scale (BIS-11), HEXACO- PI-R Emotionality scale and Post Purchase Regret Scale (PPRS). Results: PPCR total score was associated with BIS-11 total score, attention and non- planning impulsivity. Regret due to foregone alternatives was related to attention and non- planning impulsivity, while regret due to a change in significance was related only to attention impulsivity. Regret due to under- consideration positively correlated with non- planning impulsivity. Conclusions: The results indicate that relations between impulsivity and consumer regret have an important role in understanding consumer behaviour and that impulsivity moderated association between consumer regret and Emotionality.

consumer regret, attention impulsivity, motor impulsivity, non-planning impulsivity, Emotionality

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