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Getting a second chance: the role of imagery in the influence of inaction regret on behavioral intent

  • Original Empirical Research
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Abstract

Prior research has demonstrated that consumers who take an opportunity and are satisfied (satisfied takers) are likely to avail of a future opportunity when it is presented again but those who forsake an opportunity and experience regret (regretful forsakers) are less likely to do so, exhibiting inaction inertia. In this research we demonstrate when and why regret for inaction may result in the intent to avail of a future opportunity and compare this intent with that of satisfied consumers. Specifically, we demonstrate in two studies that (1) when consumers forgo an opportunity and experience regret, they are motivated to avail of a similar opportunity when it is presented in the future, and (2) this intent by regretful forsakers may be more intense than that experienced by satisfied customers due to the elicitation of mental imagery regarding the anticipated consumption episode.

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Authors and Affiliations

  1. Terry College of Business, University of Georgia, Athens, GA, 30602, USA

    Vanessa M. Patrick & Henrik Hagtvedt

  2. California State University Fullerton, Fullerton, CA, 92834, USA

    Matthew Lancellotti

Authors
  1. Vanessa M. Patrick
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  2. Matthew Lancellotti
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  3. Henrik Hagtvedt
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Correspondence to Vanessa M. Patrick.

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All authors contributed equally to this paper.

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Patrick, V.M., Lancellotti, M. & Hagtvedt, H. Getting a second chance: the role of imagery in the influence of inaction regret on behavioral intent. J. of the Acad. Mark. Sci. 37, 181–190 (2009). https://doi.org/10.1007/s11747-008-0119-8

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  • DOI: https://doi.org/10.1007/s11747-008-0119-8

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