.... utilitarians and self-esteem levels, modify this relationship. Design/methodology/approach Seven hypotheses and a research framework model were developed. Three studies were conducted using the PROCESS Macro V4.3 for analysis, with the results subsequently discussed. A finalized research framework...

...Jose Mauro da Costa Hernandez; Annaysa Salvador Muniz Kamiya; Murilo Costa Filho Purpose This study aims to examine differences in regret between individuals with high vs low self-esteem that follows from negative appraisals for unsuccessful consumer decisions that are either congruent...

... product valuation. Further, consumers who have high romanticism in aesthetic preference and high self-esteem are more inclined to influences associated with this effect. Originality/value This research adds to the literature on the IKEA effect in self-expressive MC by identifying a key antecedent...