Evaluate The Effect Of Regret Resources, Social Comparison, And Regret On Customer Responses

Decision outcomes sometimes result in negative emotions. Regret is a key negative emotion consumers attempt to avoid while making decisions. The purpose of this study is to evaluate the effect of post-purchase regret on the reactions after customers' regrets. In terms of the type of the research, this research is a part of applied research and is in terms of its nature and method in the field of factor analysis research design. The data gathering tool in this research is a 8-sample questionnaire designed for scenario-based experiment and consists of 8 scenarios, each with 4 item questions. The sample of this study includes 310 users of mobile phones in the city of Tehran, selected by available sampling. In this research, social comparison involves two variables of the base rate information and Credit of external reference points. The results of tests of between-subject effects show that among 3 variables, source of regret, base rate information and Credit of external reference points, only source of regret affects amount of regret. Finally, the results of probability ratio tests indicate that regret and Credit of external reference points can significantly predict behavioral consumer responses.