Abstract Regret is a key element of future customer behaviors & Post-Purchase Regret is one of the negative emotions after the purchase. The development of technology and the ease of access to information about not selected purchase options have raised the possibility of regret. Generally, there are various factors in the post-purchase regret that increase or decrease the intensity of this negative feeling. .In this research , based on Narrative research methodology, interviews  was conducted with 10 young women. thematic analysis revealed factors intensify post –purchase regret in 9 categories: ease of Physical and technical comparison options, acceptance of responsibility, brand credibility and product price level, decision maximization versus satisfaction, decision justification, social comparison, diversity and time horizons of future options, and ultimately enduring involvement with the chosen option.

Abstract In this research, marketing research in Iran has been examined from a methodological point of view, and it seeks to answer the question of whether marketing research is suffering from the myopia in the methods? For this purpose, 1021 articles from 7 major and specialized journals in the field of commerce and marketing have been selected and their articles have been examined in terms of methodology and meta-method in a 10-year period (1387-1396). The results of this study showed that the researches carried out in Iran in the field of marketing have a very small variety of methodology, so that most of the articles were done using structural equation modeling method, with a quantitative tool and questionnaire.