Getting a Second Chance: The Role of Imagery in the Influence of Inaction Regret on Behavioral Intent

Journal of the Academy of Marketing Science, Vol. 37, No. 2, 2009

10 Pages Posted: 1 Jul 2012

See all articles by Vanessa Patrick

Vanessa Patrick

University of Houston - C.T. Bauer College of Business

Matthew Lancellotti

affiliation not provided to SSRN

Henrik Hagtvedt

Boston College - Department of Marketing

Date Written: 2009

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.

Keywords: Regret, Satisfaction, Affect, Imagery, Behavioral intent, Emotions, Decision making, consumption

Suggested Citation

Patrick, Vanessa and Lancellotti, Matthew and Hagtvedt, Henrik, Getting a Second Chance: The Role of Imagery in the Influence of Inaction Regret on Behavioral Intent (2009). Journal of the Academy of Marketing Science, Vol. 37, No. 2, 2009. Available at SSRN: https://ssrn.com/abstract=2086816

Vanessa Patrick (Contact Author)

University of Houston - C.T. Bauer College of Business ( email )

Houston, TX 77204-6021
United States

Matthew Lancellotti

affiliation not provided to SSRN ( email )

Henrik Hagtvedt

Boston College - Department of Marketing ( email )

Fulton Hall 450D
140 Commonwealth Ave
Chestnut Hill, MA 02467
United States

HOME PAGE: http://www.bc.edu/schools/csom/faculty/bios/hagtvedt.html

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