The hedonic and utilitarian motivations of purchase can provoke different emotional responses in post-purchase, such as regret. The regret s approach as a negative emotion, the result of the evaluation process after purchase, is gaining more attention and importance in the study of consumer behavior. This dissertation attempted to examine how it expresses regret that consumers experience in post-purchase, depending on their motivation for consumption is hedonic or utilitarian. We conducted a survey, with the questionnaire being sent by e-mail to a non-probabilistic sample of 131 consumers. The results suggest that experienced regret is manifested more intensely in the hedonic motivation of purchase and it is less intense in the utilitarian motivation.