John Cerullo: Professor of History, UNH - Manchester

Dr. John Cerullo is a professor of history at the University of New Hampshire at Manchester, where he has been since it was Merrimack Valley College more than thirty-three years ago

Marion Girard Dorsey: Associate Professor of History, University of New Hampshire

Dr. Marion Girard Dorsey is an associate professor of history at the University of New Hampshire, where she has been since 2003

Multichannel presence, boon or curse?: A comparison in price, loyalty, regret, and disappointment

We 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.Accepted manuscrip