When Does Anticipating Regret Help Consumer Decision Making and When Does It Hurt?

Rebecca Hamilton, University of Maryland, USA
Debora V. Thompson, Georgetown University, USA
Although avoiding regret is an important motivator in consumer decision making, anticipated regret often does not accurately predict experienced regret. Because direct experiences with products shift consumers’ construal levels from abstract to concrete, we show that anticipating “hot” regret emotions can increase consumption satisfaction relative to anticipating “cold” regret emotions.
[ to cite ]:
Rebecca Hamilton and Debora V. Thompson (2011) ,"When Does Anticipating Regret Help Consumer Decision Making and When Does It Hurt?", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.