The double side of flow in regret and product returns: Maximizers versus satisficers

While the positive aspects of the flow state have been widely researched, the effects of being aware of this state and the negative consequences still need to be explored. The loss of awareness that flow state may bring can lead to the purchase of products that consumers afterward regret and want to return them. This research aims to understand flow consciousness's effect on consumer post-purchase regret from a dual perspective (process and outcome regret). The relevance of these relationships is also examined by analyzing the differences between 2 groups: maximizers and satisficers consumers. Through a structural equation model based on covariances tested with EQS 6.4, the results show that flow consciousness generates process regret but not outcome regret. How-ever, the differences found between the two groups are worth noting. The research sheds light on the effect of flow consciousness on regret and provides insight into the mechanism of product return through post-purchase regret. The theoretical and managerial implications for e-commerce retailers are discussed.