Head Shot Roy Roy George

Roy George is currently a full time Instructor at the Chiu School of Business, Bow Valley College, Calgary. He holds degrees in Engineering and Management and is an alumni of Queens University, Canada. He has extensive work experience in the downstream oil and gas sector in the areas of operations, supply chain management and pricing.

Roy George’s research interests are focused on understanding consumer behaviour in the field of Marketing.

Title: Post Choice Consumer Regret: The Impact of Intangibility, Evaluation Difficulty, Self-Expectancy and Social Comparison Orientation


This study examines the impact of intangibility on post-choice regret that consumers experience. Intangibility is a key distinguishing factor between services and goods. The study also examines the mediating role of evaluation difficulty in the relationship between intangibility and regret. Two moderators are also examined. Social comparison orientation is related to the strength and frequency intensity with which individuals engage in social comparisons. The second moderator relates to self expectancy, and explores whether consumers are maximizers or satisfiers.

Target Audience
Academic peers in consumer behaviour, Marketing practitioners.

Research Questions
Is intangibility in the consumption experience positively related to post choice regret?
Does evaluation difficulty mediate the relationship between intangibility and post choice regret?
Does self expectancy and social comparison orientation moderate the relationship between intangibility and regret?

The study will be experimental in nature with experiment set up to measure the impact of independent variable (intangibility) on regret (dependent variable). The study will also test for mediation and moderation.

Work in Progress

Consumer regret has major implications for marketers and consumers. From a marketer’s perspective, regret is worse than dissatisfaction because people with regret do not complain. Marketers therefore do not receive feedback and potentially lose customers. For consumers, regret is a negative emotion that they would like to avoid. Understanding the process of regret generation will help individuals to develop strategies for avoiding or coping with regret.


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