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.
|Title of host publication||Australia and New Zealand Marketing Academy Conference 2008|
|Subtitle of host publication||marketing : shifting the focus from mainstream to offbeat|
|Editors||Daniela Spanjaard, Sara Denize, Neeru Sharma|
|Place of Publication||Sydney|
|Number of pages||9|
|Publication status||Published - 2008|
|Event||Australian and New Zealand Marketing Academy Conference (2008) - Sydney|
Duration: 1 Dec 2008 → 3 Dec 2008
|Conference||Australian and New Zealand Marketing Academy Conference (2008)|
|Period||1/12/08 → 3/12/08|
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.