How Different Types of Anticipated Regret Advertising Messages Interact With Mood to Influence Purchase Intention

• In Event: Message Processing and Effects: New Insights

Abstract

Past studies have indicated that anticipated regret influences consumer decision-making and behavior (Connolly, Ordonatez & Coughlan, 1997; Simonson, 1992). To avoid feeling regretful, consumers generally change their original decision or attitude to ensure that a future outcome is congruent with their expectation (Luce, 1998).Thought the effect of anticipated regret has been applied in health and safety domains, only a few studies that had applied the concept of anticipated regret in advertisements for general products. Combined with past findings that individuals’ affective states have a strong impact on their information processing strategies, the current study examines how different types of anticipated regret advertising messages interact with consumer’s mood to influence their attitudes and behavior toward the advertised product.

Authors

• Yanyun Wang

• Sela Sar, U of Illinois at Urbana-Champai