Purpose-This study proposes to examine regret arising from consumer decision-making contexts in cases of stock out situation. Consumer regret under sub-optimal and optimal conditions and its influence on subsequent behavioral intentions of brand switching is investigated. Further, the study examines the effect of regret on brand loyalty and switching behavior.Methodology-Data was collected from a convenient sample of 172 university students by using an online questionnaire circulated through social media platforms. Information about stock-out situation and sub-optimal condition is manipulated by a short excerpt in the questionnaire. Consumer responses in such a situation is measured by Likert type scales.Findings-Data analyses revealed that there is a significant amount of regret experienced by consumers in stock out situations and suboptimal conditions which might lead to brand switching.Conclusins-An enormous intent to switch brand was demonstrated. This denotes that when confronted with a comparable condition of purchasing a substitute brand during a stock out for the preferred brand, an individual may switch from the present vendor.