This study investigates consumer repurchase behavior and purchases regret in the context of a Steadily Increasing Discount (SID) strategy. A quantitative research approach based on a full‐scaled administrative survey is adopted in the framework of the regret theory. Mall intercept technique is used to collect the cross‐sectional data from respondents. To establish the proposed relational paths, structural equation modeling is applied. The findings of the study suggest that confirmation, price consciousness, and alternative attractiveness have a substantially negative impact on repurchase intention whereas the positive impact on purchase regret is also evident. Furthermore, purchase regret harms repurchase intentions. Moreover, the findings have robust policy implications in the context of corporations offering SID after the economic crisis in developing countries.
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