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  • Guilt-free pleasures: how premium and luxury influence regret 

    Lyons, Sarah Joy; Wien, Anders Hauge; Altintzoglou, Themistoklis (Journal article; Peer reviewed, 2019)
    Purpose The purpose of this study was to investigate how a consumer’s intention to purchase a premium or luxury product influences the anticipated regret and guilt. Design/methodology/approach A 2 × 2 × ...