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http://dx.doi.org/10.15207/JKCS.2019.10.9.119

Effects of Regret in Consumer Failure Situation: Moderation of Self-Compassion  

Lee, Seongsoo (Department of Counseling Psychology and Social Welfare, Sun Moon University)
Woo, Seok Bong (Department of Industrial and Advertising Psychology, Daejeon University)
Publication Information
Journal of the Korea Convergence Society / v.10, no.9, 2019 , pp. 119-126 More about this Journal
Abstract
In this study, we examined whether the intention to choose varies according to the experience of the regret of consumers when experiencing a failure in the status quo or non-status quo, and how self-compassion plays a moderating role in this relationship. A experiment was conducted to achieve the purpose of the study. First, this study also confirmed that regret was a mediator between dissatisfaction with choice outcomes and behavioral intentions. Second, like previous studies, this study confirmed the effect of status quo in general. However, it can be seen that the effect depend on self-compassion. Or, the regrets of those with high self-compassion and their future behavioral intentions did not change significantly whether it was wrong due to maintaining on or changing of the status quo. On the other hand, those with low self-compassion showed the bigger differences, so they were typically showing the status quo effect.
Keywords
Consumer failure; Counterfactual thinking; Regret; Self-compassion; Action-inaction effect;
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