The Warmth of Our Regrets

Seung Hwan (Mark) Lee, Colorado State University, USA
Jeff Rotman, Ivey Business School, Western University, Canada
Andrew W. Perkins, Western University, Canada
We show that individuals experiencing action regret feel physically warmer than individuals experiencing inaction regret. Moreover, we find individuals self-regulate their perceived warmth by desiring cooler drinks (vs. warm) when experiencing action regret, whereas individuals desire warm (vs. cool) drinks when experiencing inaction regret.
[ to cite ]:
Seung Hwan (Mark) Lee, Jeff Rotman, and Andrew W. Perkins (2013) ,"The Warmth of Our Regrets", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.