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Keywords: Regret regulation theory
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Journal Articles
International Journal of Retail & Distribution Management (2025) 53 (3): 232–245.
Published: 13 December 2024
... the retailer, switching behaviours, dissatisfaction, and negative word-of-mouth (Zeelenberg and Pieters, 2004). According to regret regulation theory (Zeelenberg and Pieters, 2007), consumers make decisions to avoid future regret, often choosing well-known, reputable brands to reduce the risk of disappointment...

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