The Warmth of Our Regrets: Regulating Regret Through Temperature

Seung Hwan (Mark) Lee, Colorado State University, USA
Andrew W. Perkins, Ivey Business School, Western University
Jeff D. Rotman, Ivey Business School, Western University
Regret is an emotion that may result from errors of commission (action regret) or errors of omission (inaction regret). We suggest that action or inaction regret induces a change in psychological and physical warmth, motivating individuals to ameliorate that change via interaction with objects / ads that are opposite in temperature.
[ to cite ]:
Seung Hwan (Mark) Lee, Andrew W. Perkins, and Jeff D. Rotman (2014) ,"The Warmth of Our Regrets: Regulating Regret Through Temperature", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 568-569.