Journal of Marketing Behavior > Vol 3 > Issue 1

Regret of Action or Regret of Inaction: Examining Divergent Regret Patterns for Experiential and Material Gifts

Aminreza Shiri, Bilkent University, Turkey, aminreza.shiri@bilkent.edu.tr Ahmet Ekici, Bilkent University, Turkey,
 
Suggested Citation
Aminreza Shiri and Ahmet Ekici (2017), "Regret of Action or Regret of Inaction: Examining Divergent Regret Patterns for Experiential and Material Gifts", Journal of Marketing Behavior: Vol. 3: No. 1, pp 73-80. http://dx.doi.org/10.1561/107.00000044

Published: 26 Oct 2017
© 2017 A. Shiri and A. Ekici
 
Subjects
Consumer Behavior
 

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In this article:
Introduction
Study 1
Study 2
Study 3
Conclusion
References

Abstract

We replicate Rosenzweig and Gilovich's (2012) study on "differential regrets for experiential and material purchases," according to which people experience regret of action (buyer's remorse) for material purchases and regret of inaction (missed opportunity) for experiential purchases. Our results suggest that the original findings can be extended to gift giving context. Furthermore, we demonstrate that perceived subjective economic value of gifts explains the different forms of regrets (regret of inaction vs. regret of action) elicited by experiential and material gifts.

DOI:10.1561/107.00000044