Product aversion following a missed opportunity: Price contrast or avoidance of anticipated regret?

Orit E. Tykocinski, Thane S. Pittman

Research output: Contribution to journalArticlepeer-review

49 Scopus citations

Abstract

Studies have demonstrated that when consumers miss an opportunity to purchase a product for a significantly reduced price, they are less likely to purchase this product later for its regular price or for a less significantly reduced price. Two possible explanations for this inaction-inertia effect were considered: avoidance of regret (reluctance to purchase the product represents an attempt to avoid regret over missing the better price) and price contrast (reluctance to purchase the product results from a simple price comparison process). The results of 3 experiments favored the avoidance-of-regret explanation.

Original languageEnglish
Pages (from-to)149-156
Number of pages8
JournalBasic and Applied Social Psychology
Volume23
Issue number3
DOIs
StatePublished - 1 Jan 2001

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