Overcoming the 'What-Ifs': Combating Post-Purchase Anticipated Regret in an Online Retail Setting
Collier, Joel E.
Adams, Frank G.
Shanahan, Kevin J.
Moore, Robert S.
Cooley, Skye C.
Date of Degree
Original embargo terms
Visible to MSU only for 3 years
Dissertation - Open Access
Doctor of Philosophy
College of Business
Department of Marketing, Quantitative Analysis and Business Law
This research proposes a new construct, post-purchase anticipated regret (PPAR), to expand the existing retailing and regret theory literature streams. Specifically, the purpose of this research is to understand the antecedents and consequences of post-purchase anticipated regret in an online retailing context. Study 1 uses qualitative data drawn from depth-interviews with online shoppers to investigate the pre-purchase factors that contribute to PPAR formation. Building from these results, studies 2 and 3 empirically test an original conceptual model to holistically understand PPAR. Additionally, the role of online shopping self-affirmation and regret coping strategies are explored as means to combat PPAR formation. Managerial and theoretical implications are offered, as well as research limitations and future research directions.
Krallman, Alexandra, "Overcoming the 'What-Ifs': Combating Post-Purchase Anticipated Regret in an Online Retail Setting" (2017). Theses and Dissertations MSU. 3425.