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Purchasing decisions when complementary goods have a price category restriction: an analysis on regret and responsibility
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Many times individuals make purchasing decisions about products of different price categories (premium or cheap), what allows to assess their level of risk. Furthering previous research on the impact of emotions in decision making, this paper analyzes financial behavior when complementary items are restricted to the price category of the main good and how regret and responsibility influence that decision. Experiment 1 (n=68) revealed that when individuals expect to buy complementary goods from the same price category, the expensive brand was preferred stronger than if there was no restriction. Experiment 2 (n=68) analyzed the same situation for when the outcome of the decision influences others besides the individual. Results showed that even considering that individuals feel higher regret and responsibility when restricted in their options, these emotions were not significant for their final choice.
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Anticipated regret Responsibility Decision making Complementary goods