Asymmetries in the Impact of Action and Inaction Regret: When and Why Do They Occur?

Through a set of three studies, this research explores the conditions under which action versus inaction regret may have an asymmetric effect on risk taking, and examines the underlying role of affective versus cognitive drivers of the effect of regret on risk taking.


Atul Kulkarni and Rashmi Adaval (2012) ,"Asymmetries in the Impact of Action and Inaction Regret: When and Why Do They Occur?", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1120-1120.


Atul Kulkarni, University of Missouri, USA
Rashmi Adaval, Hong Kong University of Science and Technology, China


NA - Advances in Consumer Research Volume 40 | 2012

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