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ISSN : 1229-8778
In this study, we conducted to clarify the impact of decision style by maximization, message style by regulatory focus, and anticipated regret on purchasing decision satisfaction. Accordingly, independent variables were the decision style, message style and anticipated regret. And dependent variable was purchasing decision satisfaction. This study constituted by completely randomized design of 2(maximizer/satisficer) × 2(promotion/prevention) ×2(with/without anticipated regret). participants were randomly assigned four different conditioned scenario and were tested their purchasing decision satisfaction. To summarize the result of this study, there was a significant main effect of decision style, message style by regulatory focus and anticipated regret. it is supported that those three factors have influence on purchasing decision satisfaction. Second, there was a significant three-way interaction and it is found, regardless of anticipated regret, maximizer shows lower purchasing decision satisfaction in prevention focus message than promotion focus message. Thrid, regardless of anticipated regret, satisficer shows higher purchasing decision satisfaction in promotion focus message than prevention focus message.
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