Commitment is a key construct determining relationship outcomes, especially in B2B relationships. However, the processes by which commitment affects relationship outcomes — specifically likelihood to terminate a B2B relationship — are not well understood. Using a number of decision-process...

The article develops a model of regret and tests it via four studies. Study 1 develops a multi-item measure of regret and distinguishes it from satisfaction. It also shows that, while satisfaction directly influences both repurchase and complaint intentions, regret directly influences only...