Coping with non‐purchase: Managing the stress of inaction regret

This research presents a framework based on coping theory to explain the different ways of managing the stress of regret for inaction. We theorize that primary appraisals of goal‐relevance and secondary appraisals of reversibility affect how consumers cope with the stress of inaction regret resulting in different behavioral outcomes. Prior research has focused on two outcomes of regret for inaction—inaction inertia and dissonance reduction—that result in the decreased intent to avail of a similar future opportunity. This research proposes that these are not inevitable outcomes, but rather coping responses. Further, if the forgone opportunity is appraised to be goal‐relevant and reversible, consumers engage in active coping that results in increased behavioral intent.