The Effect of Aging on Consumer Regret

Li Jiang, University of California Los Angeles, USA
This research investigated the moderating role of decision justifiability on age-related differences in the experience of regret. Older (vs. young) adults expressed more regret in response to a scenario in which a justifiable option was clearly defined, but not in the absence of a readily justifiable option.
[ to cite ]:
Li Jiang (2012) ,"The Effect of Aging on Consumer Regret", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1120-1120.