Would Perceived Unfairness Lead to Regret?

Felix Tang, Chinese University of Hong Kong, China
Jianmin Jia, Chinese University of Hong Kong, China
This article posits that perceived unfairness may lead to regret. A model is proposed to examine the relationship among outcome discrepancy, perceived fairness, experienced regret, satisfaction, and repurchase intention in a consumer decision making situation involving interpersonal comparison standard. Results of an experiment suggested that realizing one has purchased from or participated in a transaction with a business that, after the fact, deemed to be unfair does lead one to regret from participating in such a transaction. This finding questions the assumption that regret is experienced only when a foregone outcome is better than that of the chosen option.
[ to cite ]:
Felix Tang and Jianmin Jia (2008) ,"Would Perceived Unfairness Lead to Regret?", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 750-751.