This study has been conducted to examine the relationship between the gender of the sales consultant and post-purchase decision regret of individuals who tend to have hedonic consumption tendencies. The study is descriptive and relational and has been carried out by scanning method using an online survey. The sample of the study consists of 483 participants selected by random sampling method. Personal Information Form, Hedonic and Utilitarian Consumption Behavior Scale (HETD/FATD) and Decision Regret Scale have been used to collect the data. It is determined that there is a high positive relationship between the average score of participants' hedonic consumption behavior level and the average score of their utilitarian consumption behavior level, while there is a high negative relationship between the average score of the hedonic consumption behavior level and the average score of the decision regret level. It has been observed that the effective determining factors explain 58.2% (r = -0.763) of the change in the average score for the level of hedonic consumption behavior. Psychosocial factors, shopping focus and tendencies that are effective in the emergence of participants' hedonic consumption behavior patterns should be determined, and studies should be carried out to increase the awareness of utilitarian consumption and minimize the level of regret after shopping.