The Warmth of Our Regrets: Regulating Regret Through Temperature

Regret is an emotion that may result from errors of commission (action regret) or errors of omission (inaction regret). We suggest that action or inaction regret induces a change in psychological and physical warmth, motivating individuals to ameliorate that change via interaction with objects / ads that are opposite in temperature.



Citation:

Seung Hwan (Mark) Lee, Andrew W. Perkins, and Jeff D. Rotman (2014) ,"The Warmth of Our Regrets: Regulating Regret Through Temperature", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 568-569.

Authors

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



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

Featured

Good Gets Better, Bad Gets Worse: The Polarizing Effect of Rating a Consumption Experience

Nahid Ibrahim, University of Alberta, Canada
Gerald Häubl, University of Alberta, Canada
Rory Waisman, University of Alberta, Canada

Read More

Featured

A Penny for Self-disgust: The Effects of Favorable Review Reward on Consumers Behavior

Qingqing Guo, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University
Bing Han, Shanghai Jiao Tong University

Read More

Featured

Liminality, Portals, and Narratives of Transformation

Laetitia Mimoun, HEC Paris, France
Fleura Bardhi, City University of London, UK

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.