DOES REGRET OF INACTION AFFECT SUBSEQUENT BUYING DECISIONS?

Kenneth V. Henderson

Barbara Lyons

Morehead State University

ABSTRACT

This exploratory paper discusses an overlooked area in consumer behavior research, the

no buy decision in consumer decision-making. It is proposed that a no buy decision can lead to

non-purchase regret and this will affect subsequent purchase/non purchase behavior. Several

propositions regarding non-purchase regret are explored. This study calls for researchers to test

the proposed hypotheses in future research studies.