Chen, Jie; Teng, Lefa; Liu, Shixiong; Zhu, Huihuang - In: Journal of Business Research 68 (2015) 3, pp. 507-515
When consumers consider their feelings about a future purchase, these feelings can influence their preferences for the product under consideration and alter their final purchase decision. This research identifies the effect of anticipating regret on consumer preferences for a product that is a...
