Yin-Hui Cheng

After making a purchase decision and evaluating its outcome, consumers may experience regret when the obtained outcome compares unfavorably with a forgone alternative (Bell, 1982; Tsiros & Mittal, 2000). In contemporary online shopping environments, this experience is particularly salient. Consumers are routinely exposed to abundant reviews, ratings, and return policies, which facilitate post-purchase comparisons between chosen and unchosen options.