消费者在非计划购买中经常面临矛盾性决策。作者根据类比学习理论提出,消费者的以往回忆将影响当前矛盾性决策的结果。通过一个预研究和两个实验研究,作者发现行动后悔通过降低对购买收益和不购买损失的感知降低非计划购买意向,不行动后悔通过提高对购买收益和不购买损失的感知提高非计划购买意向。消费者自我调节导向对上述关系具有调节作用。 Consumers often face conflicting decisions about unplanned purchases. According to the theory of analogical learning, the author suggests that past memories of consumers will affect the outcome of current contradictory decisions. Through a pilot study and two experimental studies, the authors found that action regrets reduced non-planned purchase intent by reducing perceived purchase gain and non-purchase loss, no action regrets increased non-planned purchase intent by increasing perceived purchase gain and non-purchase loss . The self-regulation of consumers has a regulatory effect on the above relationship.