The Effects of Mood, Variety Seeking and Regret in Consumer Decision Making

This paper conducts experimental method to explore the relations among mood, varietyseeking, regret, and loyalty for the consumer choice behavior. The results show that when customer is negative mood to make the purchase decision, the tendency of varietyseeking will increase and regret of this outcome will become higher. In addition, when consumers engage in a high degree of variety-seeking and regret switching to other brands, the performance of other brands is not as good as the forgiven brand then the loyalty of original brand will increase. These results can provide a management application for manufacturers and retailers to reduce the factors that will induce negative emotions. Because the negative emotion will improve less regret tendency of customer and the customer will become low loyal to the brand.