The role of flow consciousness in consumer regret

Purpose This research aims to identify whether subsequent consciousness of having been in a flow state – that is, flow consciousness – regarding an earlier impulse purchase affects consumers' post–purchase behaviours, specifically their feelings of consumer regret. Design/methodology/approach The study applied a mixed methodology. First, the authors conducted two qualitative studies (focus groups) to establish the relationships between flow, flow consciousness and regret. Second, the authors conducted a quantitative study using data collected through an online questionnaire. Participants were asked to recall a recent shopping experience. To conduct confirmatory factor analysis, the authors gathered data from 304 consumers who had searched for, and purchased, a product on Amazon ( www.amazon.com ). Structural equation modelling, based on covariance, was used to test the hypotheses. Findings Flow consciousness is found to reduce consumer regret after an impulse purchase. Practical implications Online retailers should make consumers aware of the flow state they have experienced. Flow states lead to increased impulse buying, and if consumers are made aware that they were in a flow state, it may reduce any regret they feel after the purchase. Originality/value This is the first study to examine the effects of flow consciousness on consumer behaviour after an impulse purchase. In particular, research has not analysed the effects that flow consciousness has on negative feelings experienced after the impulse purchase of a product.