Why did I buy this? Examining the relationship between consumer ethnocentrism, celebrity endorsement and post-purchase regret

Abstract

Over the past decade, post purchase regret has attracted scholarly attention in the field of economics, marketing and psychology. This subject has gained prominence given that post-purchase regret has several implications for organizations including consumer satisfaction, consumer repurchase decision and loyalty. This study examines how consumer ethnocentrism and celebrity endorsement affect post-purchase regret among customers of FMCG. Also, how changes in consumers’ income moderates this relationship was examined. Employing a quantitative approach, data analysis was conducted on a sample of 350 respondents using SmartPLS 3.3 software and partial least squares-structural equation modeling (PLS-SEM). The findings of the study suggest a significant and a positive relationship between consumer ethnocentrism, celebrity endorsement and post-purchase regret. Also, income was found to positively moderate the relationship. The study recommends prioritizing consumer expectations in the promotion of consumer ethnocentrism. Also, the utilization of celebrities whose values align with product attributes is recommended.

Keywords

• Consumer ethnocentrism
• celebrity endorsement
• consumer behavior
• post-purchase regret
• Cognitive Psychology
• Consumer Psychology