Investors’ prior experiences with a stock substantially affect their willingness to repurchase it. This paper explores the repurchase effect, a psychological bias in which investors are reluctant to repurchase stocks that have appreciated after a prior sale. To quantify this bias, we develop a novel stock-level measure, termed Repur, and investigate its implications for cross-sectional asset pricing. Our findings show that stocks with higher Repur tend to experience reduced future buying pressure from investors, which in turn results in lower subsequent returns. Economically, long-short portfolios based on Repur yield annualized abnormal returns exceeding 23% for equal-weighted and 11% for value-weighted risk-adjusted returns. Further analyses show that the pricing effect of Repur is more pronounced following periods of high investor sentiment, for stocks with greater arbitrage constraints, and for firms with smaller investor bases. Out-of-sample evidence from China confirms the significant pricing impact of the repurchase effect.

Investors' previous experiences with a stock affect their willingness to repurchase it. Using Chinese investor-level brokerage data, we find that investors are less likely to repurchase stocks that have increased in value since they were sold. We then construct a novel measure of Regret to capture investors' repurchase regret and investigate its asset pricing implications. Stocks with higher Regret experience lower buying pressure from retail investors in the future, leading to lower future returns. In terms of economic magnitude, portfolios with low Regret generate 12% more annualized abnormal returns. Further analyses show that the pricing effect of Regret is more pronounced among lottery-like stocks and those in which investors have previously gained profit. The results are robust to alternative estimations.