Action Or Inaction? the Effects of Regulatory Mode on the Likelihood of Action to Get the Second Best When Missing the Best

Lan Xu, Wuhan University
Wenting Xie, Wuhan University
Nan Cui, Wuhan University
This paper shows that individuals high in locomotion are more likely to take second action than those high in assessment. Furthermore, it examines the mediating effect of anticipated inaction regret on the influence of regulatory mode on the likelihood of action.
[ to cite ]:
Lan Xu, Wenting Xie, and Nan Cui (2014) ,"Action Or Inaction? the Effects of Regulatory Mode on the Likelihood of Action to Get the Second Best When Missing the Best ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 818-818.