Exploring the role of justification and cognitive effort exertion on post-purchase regret in online shopping

• Published in: Computers in human behavior Vol. 83; pp. 235 - 242
• Main Authors: Park, Jisook, Hill, W. Trey
• Format: Journal Article
• Language: English
• Published: Elmsford Elsevier Ltd 01.06.2018; Elsevier Science Ltd
• Subjects: Between-subjects design; Cognition & reasoning; Cognitive effort; Data processing; Decision theory; Electronic commerce; Justification; Online shopping; Regret; Regret; Justification; Cognitive effort; Online shopping
• ISSN: 0747-5632; 1873-7692
• DOI: 10.1016/j.chb.2018.01.036

Decision justification provides assurance and reduces negative post-decision emotions, while simultaneously expends decision costs (i.e., cognitive effort). The current paper investigated the function of justification and cognitive effort related to regret, specifically in the online shopping context in two studies. In Study 1, 112 participants reviewed vignettes in a 2 × 2 within-subjects design involving cognitive effort (high versus low) and justification of action (easy versus difficulty), and reported the regret level when their purchase decision yielded subpar consequences. As expected, high cognitive effort and easy justification reduced regret. However, the effect of justification on regret was moderated by cognitive effort. In Study 2, 178 participants were randomly assigned to conditions in a 2 × 2 between-subjects design involving cognitive effort (high versus low) and decision justification (waste versus control). Participants followed a cover story and shopped for a laptop online; then they rated the regret level had they made an unplanned purchase. Results confirmed the hypothesis; regret was greater when justification was wasted. However, wasted justification only worsened regret when more cognitive effort was exerted. The current studies shed light on understanding an intricate dynamic between information processing and justification in relation to regret when shopping online. •Modeled experienced regret as a function of cognitive effort and justification during online shopping.•Supported positive effect of cognitive effort in regret reduction.•Showed cognitive effort moderates the effect of justification.•Demonstrated that the negative effect of unplanned purchasing on regret is moderated by the degree of cognitive effort.