To Deliberate Or Not? the Role of Regret Salience and Deliberation on Valuation

Dionysius Ang, INSEAD, France
Enrico Diecidue, INSEAD, France
In the face of highly consequential decisions with difficult trade-offs, common sense suggests that careful deliberation is essential. Our studies show that while deliberation reduces self-reported regret, it also causes overvaluation of the preferred option. Thus, by deliberating, consumers might be paying a price for reduced feelings of regret.
[ to cite ]:
Dionysius Ang and Enrico Diecidue (2014) ,"To Deliberate Or Not? the Role of Regret Salience and Deliberation on Valuation ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 770-770.