Regret of action or regret of inaction: examining divergent regret patterns for experiential and material gifts
Date
2017Source Title
Journal of Marketing Behavior
Print ISSN
2326-5698
Electronic ISSN
2326-568X
Publisher
Now Publishers Inc.
Volume
3
Issue
1
Pages
73 - 80
Language
English
Type
ArticleItem Usage Stats
165
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views
128
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downloads
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.