Comparing regret and satisfaction as predictors of future choices

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Abstract

This paper adds to the limited research combining regret and satisfaction by building upon a decomposition of expected utility into components of expected performance, satisfaction and regret. These components are measured within a two-stage choice framework where initial choices are followed by a hypothetical product experience and then a post experience choice. Post- experience measures such as regret and satisfaction are used as predictors of post experience choices. Although both appear relevant in explaining post experience choice, regret appears to be slightly superior in terms of predictive accuracy.
Original languageEnglish
Title of host publicationAustralia and New Zealand Marketing Academy Conference 2008
Subtitle of host publicationmarketing : shifting the focus from mainstream to offbeat
EditorsDaniela Spanjaard, Sara Denize, Neeru Sharma
Place of PublicationSydney
PublisherANZMAC
Pages1-9
Number of pages9
ISBN (Print)1863081445
Publication statusPublished - 2008
EventAustralian and New Zealand Marketing Academy Conference (2008) - Sydney
Duration: 1 Dec 20083 Dec 2008

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2008)
CitySydney
Period1/12/083/12/08

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  • Cite this

    Korkofingas, C. (2008). Comparing regret and satisfaction as predictors of future choices. In D. Spanjaard, S. Denize, & N. Sharma (Eds.), Australia and New Zealand Marketing Academy Conference 2008: marketing : shifting the focus from mainstream to offbeat (pp. 1-9). Sydney: ANZMAC.