Relationship Between Unplanned Buying and Post Purchase Regret
The theory of cognitive dissonance was developed in 1957 by Leon Festiner. Festinger describes cognitive dissonance as a psychological state which results when a person perceives that two cognitions both of which he believes to be true, do not “fit” together; that is, they seem inconsistent. The resulting dissonance produces tension, which serves to motivate the individual to bring harmony to inconsistent elements and thereby reduce psychological tension (Loudon, Bitta 2006)
Regret arises from individuals expending cognitive efforts to consider the chosen option against the rejected options (Inman, Dyer, and Jia 1997). Individuals must …show more content…
Regret is an aversive cognitive emotion that people are motivated to avoid, suppress, deny, and regulate should they experience it (Zeelenberg and Pieters 2006). Regret and disappointment are mostly considered within the fields of decision making and emotions. And each area makes its own particular contribution to knowledge of the interplay between emotions and behaviour (Van Dijk & Zeelenberg 2002). Regret is a counterfactual emotion. People experience regret when they think about what might have happened if they had made a different choice. When the comparison between the actual choice and its counterfactual alternative favours the foregone choice people experience regret.
According to Newman & Westbrook (1978) dissatisfaction with the purchase decision process for major house- hold appliances occurs because of consumers' previous experiences for that product and the plans for information search activates such as visiting stores, reading, buying guides, and talking with other consumers.
Kollat and Willett (1967) find that unplanned buying is positively related to transaction size and negatively related to shopping lists and the number of years married. By examining the frequency of