What is it about?
This is the first study to demonstrate that the consciousness of having been in a flow state after an impulse purchase reduces consumer regret. The flow state is an optimal state in which people enjoy so much and feel so involved in the task they are carrying out that they can lose consciousness of time.
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Why is it important?
Impulse buying is a massive commercial phenomenon, especially online. But the regret that follows can damage brand loyalty, lead to product returns, and harm the long-term relationship between consumers and retailers. This research offers a new, psychologically grounded tool for e-commerce companies: rather than simply encouraging impulse purchases, they should also help consumers recognize and appreciate the positive emotional experience behind those purchases. Simple post-purchase messages that prompt reflection on the enjoyable shopping journey could be enough to reduce regret and improve satisfaction. For researchers, the study introduces flow consciousness as a meaningful construct in post-purchase consumer behavior — an area that had received very little attention.
Perspectives
The idea for this paper came from noticing how differently people talk about impulse buys they regret versus those they don't. The difference often seemed to lie not in the product itself, but in how they remembered the experience of buying it. We were intrigued by the possibility that being aware of a pleasant psychological state could retroactively reframe an apparently irrational decision.
Sergio Barta
Universidad de Zaragoza
Read the Original
This page is a summary of: The role of flow consciousness in consumer regret, Internet Research, August 2021, Emerald,
DOI: 10.1108/intr-08-2020-0482.
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