The Impact of the Size of Self-Generated Consideration Set on Post-Choice Regret

Song Su, Tsinghua University, China
Rong Chen, Tsinghua University, China
Ping Zhao, Tsinghua University, China
This article aims to examine how the size of a self-generated consideration set influences post-choice regret, and whether this impact varies with the source of the better competing option, i.e., inside or outside of the consideration set. Results from two experimental studies show that given the same magnitude of outcome comparison with a better-forgone option, the feeling of regret heightens when subjects have a larger self-generated consideration set. Conversely, when the more competitive alternative comes out of the consideration set, the larger the size of self-generated consideration set, the lower the regret aroused.
[ to cite ]:
Song Su, Rong Chen, and Ping Zhao (2008) ,"The Impact of the Size of Self-Generated Consideration Set on Post-Choice Regret", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 805-807.