Sunny Side Up: How Regret Leads to Defensive Optimism

Sandra Laporte, HEC Montreal, Canada
Gita V. Johar, Columbia University, USA
This paper explores how people regulate pre-outcome regret, which is experienced in situations where a decision is regretted even before its outcome is known. We show that pre-outcome regret leads to defensive optimism about the upcoming outcome and that severity of the decision consequences represents a boundary condition for this distortion.
[ to cite ]:
Sandra Laporte and Gita V. Johar (2013) ,"Sunny Side Up: How Regret Leads to Defensive Optimism", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.