Lee, JenniferMookherjee, Satadruta2020-05-132020-05-132019-07-01Jennifer Lee, Satadruta Mookherjee. "Multichannel Presence, Boon or Curse?: A Comparison in Price, Loyalty, Regret, and Disappointment." Global Fashion Marketing Conference. Global Fashion Marketing Conference 2019. Paris, France, 2019-07-11 - 2019-07-14.https://hdl.handle.net/2144/40821We question the conventional notion that multichannel presence is always advantageous. The study shows inconsistent pricing in on- and offline stores results in consumers’ regret and disappointment, which in turn influence their post-purchase behaviors. We focus on how complex emotional responses in varying price/loyalty contexts may adversely affect the retailer.en-USAttribution-NonCommercial-ShareAlike 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-sa/4.0/Consumer behaviorMultichannel retailingRegretDisappointmentPricing strategyConference materials540053