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The effect of option choice reversibility on product option choices and regrets
Pornpitakpan,Chanthika
2010-10-05
Source PublicationAsia Pacific Journal of Marketing and Logistics
ISSN17584248 13555855
Volume22Issue:4Pages:545-553
AbstractPurpose – The purpose of this paper is to examine the effect of option choice reversibility on the number of options chosen, total spending, and upset/regret from actions/inaction, using 124 Singaporean adults. Design/methodology/approach – The experiment employs two levels of option choice reversibility: fully reversible without a penalty vs strictly irreversible. Participants add options to a base model or delete options from a full model and are either allowed or not allowed to change options in a condominium purchase scenario. Findings – Compared to participants in the irreversible choice condition, those in the reversible choice select more options and end up with higher total spending. In the irreversible option choice condition, participants anticipate more upset (one aspect of regret) when they take actions than inaction, but in the reversible option choice condition, the reverse is true. Research limitations/implications – The study uses only one decision stimulus, which is a condominium purchase, and the purchase scenario might not be as realistic as an actual purchase decision. Practical implications – Refunds and option change permission policies make consumers feel they can reverse their buying decisions, making them feel the decisions are less risky and thus inducing them to buy more than when no refunds or option change is allowed after purchase. To drive consumers to take actions, marketers should allow consumers to change their mind after making decisions and assure them of such policy. Originality/value – The paper shows the effect of decision reversibility on the total spending (i.e. the total costs of choices made) and extends the theory about omission biases by demonstrating that regrets from actions/inaction depend on decision reversibility. © 2010, Emerald Group Publishing Limited
KeywordConsumer behaviour Decision making Marketing strategy Property marketing Singapore
DOI10.1108/13555851011090556
URLView the original
Language英语
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Document TypeJournal article
CollectionDEPARTMENT OF MANAGEMENT AND MARKETING
Corresponding AuthorPornpitakpan,Chanthika
AffiliationFaculty of Business Administration,University of Macau,,Macao
First Author AffilicationFaculty of Business Administration
Corresponding Author AffilicationFaculty of Business Administration
Recommended Citation
GB/T 7714
Pornpitakpan,Chanthika. The effect of option choice reversibility on product option choices and regrets[J]. Asia Pacific Journal of Marketing and Logistics,2010,22(4):545-553.
APA Pornpitakpan,Chanthika.(2010).The effect of option choice reversibility on product option choices and regrets.Asia Pacific Journal of Marketing and Logistics,22(4),545-553.
MLA Pornpitakpan,Chanthika."The effect of option choice reversibility on product option choices and regrets".Asia Pacific Journal of Marketing and Logistics 22.4(2010):545-553.
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