Bui, My; Krishen, Anjala S.; Bates, Kenneth - In: European Journal of Marketing 45 (2011) 7/8, pp. 1068-1090
Purpose – The purpose of this paper is to assess how regret affects consumer satisfaction levels, extent of rumination, and brand‐switching intention. The paper also seeks to examine any mediating effects between regret and rumination that can be found due to consumers' negative emotions....