The Double-Edged Sword of Anticipated Regret: Comparative Study in Iran and Germany

ABSTRACT The study explores dual effects of anticipated regret as negative cognition-based emotion on utilitarian and hedonic behaviors of consumers. The concept motivates consumers to preevaluate decisions and disregard experiential fun-oriented purchases simultaneously. Declaring how modern consumers benefit from anticipated regret to manage their rational/emotional reactions proves the undeniable role of the concept in decision-making processes. Comparative studies of variety seeking and quality consciousness in service-purchase situations in divergent countries exemplifies twofold effects of anticipated regret; involvement as a mediator and moderator is investigated. Applying the structural equation method, a proposed framework is evaluated in divergent markets (Iran and Germany). Results suggest nonconformities in consumers’ tendencies toward utilitarian and hedonic behaviors when anticipating regret. Similarities and differences in mediating and moderating effects of involvement in the two samples are not ignorable. Managerial implications and future directions are discussed.