Exploring the Role of Anticipated Regret in Consumer Decision Making

[[abstract]]Two studies examined the hypotheses that less justifiability (LJ) and irreversibility (IR) are the two antecedents of anticipated regret (AR) and it reduces the decisional satisfaction (DS) The article employed external attribution early adopter prior experience on-line shopping and on-line word of mouth as moderators to observe their moderating effects to the relation of anticipated regret and its antecedents Study one employed experimental cellular phone to conduct a scenario questionnaire survey (N=117) and results show that while LJ and IR directly influence AR AR directly influence DS Early adopter and on-line shopping behavior are proved to enhance the strength of negative relation that LJ and IR would have onto AR Study two employed unreleased online game services (N=110) and results show that while LJ and IR directly influence AR AR directly influence DS External attribution and online word-of-mouth are proved to enhance the strength of negative relation that LJ and IR have onto AR The research articulates a new formulated model of anticipated regret research by extending the research products to technology improved cellular phone and online game servic