Who Chose the Forgone Alternative?: the Effects of Social Comparison on Regret

Karen Page, University of Pittsburgh
Vikas Mittal, University of Pittsburgh
J. Jeffrey Inman, University of Pittsburgh
Previous work on regret theory has demonstrated that regret occurs due to comparisons to forgone alternatives. We argue that regret is also likely to be impacted by social comparison to other individuals. In the first study we demonstrate that the effect of comparison to forgone alternatives is impacted by who chose the forgone alternative. In the second study, the effect of individual differences in attention to social comparison information is found to moderate the effect of social context on regret.
[ to cite ]:
Karen Page, Vikas Mittal, and J. Jeffrey Inman (2007) ,"Who Chose the Forgone Alternative?: the Effects of Social Comparison on Regret", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 511-512.