The Warmth of Our Regrets

We show that individuals experiencing action regret feel physically warmer than individuals experiencing inaction regret. Moreover, we find individuals self-regulate their perceived warmth by desiring cooler drinks (vs. warm) when experiencing action regret, whereas individuals desire warm (vs. cool) drinks when experiencing inaction regret.



Citation:

Seung Hwan (Mark) Lee, Jeff Rotman, and Andrew W. Perkins (2013) ,"The Warmth of Our Regrets", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.

Authors

Seung Hwan (Mark) Lee, Colorado State University, USA
Jeff Rotman, Ivey Business School, Western University, Canada
Andrew W. Perkins, Western University, Canada



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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