International Journal For Multidisciplinary Research

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Volume 8 Issue 2
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Cognitive dissonance and regret in consumers facing unmet purchase desire

Author(s) Ms. Muskan Shaikh
Country India
Abstract In India’s rapidly evolving consumer marketplace, increasing exposure to advertising and expanding digital retail platforms have intensified consumer aspirations while simultaneously amplifying experiences of unmet purchase desires. Such situations often generate psychological tension and negative emotional responses. Drawing upon the theoretical foundations of Leon Festinger’s Cognitive Dissonance Theory and research on consumer emotions by Marcel Zeelenberg, the present study examines the relationship between cognitive dissonance, consumer regret, and unmet purchase desire.
A quantitative research design was employed with a sample of 100 consumers, and data were collected using structured self-report measures. Statistical analyses included descriptive statistics, reliability testing, Pearson correlation, and regression analysis. The findings revealed significant positive relationships between cognitive dissonance and consumer regret (r = .64, p < .001) and between unmet purchase desire and consumer regret (r = .67, p < .001). Regression analysis further indicated that unmet purchase desire significantly predicted consumer regret (R² = .45, p < .001).The results highlight the psychological consequences of unfulfilled consumer aspirations and contribute to a deeper understanding of emotional dynamics in consumer decision-making within emerging market contexts.
Keywords Cognitive dissonance, consumer regret, unmet purchase desire, consumer behaviour.
Field Sociology > Philosophy / Psychology / Religion
Published In Volume 8, Issue 2, March-April 2026
Published On 2026-03-07
DOI https://doi.org/10.36948/ijfmr.2026.v08i02.70913
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E-ISSN 2582-2160
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