3-G: Reducing Regret For Maximizers: the Role of Construal Level

Maximizers generally regret their choices more than satisficers. We are the first to suggest a strategy, easily undertaken in the marketplace, to break through the regret-maximize-regret cycle. Across three experiments we show that manipulating the construal maximizers experience to more abstract level reduces the intensity of the affective response (regret).



Citation:

Louise Hassan, Edward Shiu, and Miriam McGowan (2017) ,"3-G: Reducing Regret For Maximizers: the Role of Construal Level", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 663-664.

Authors

Louise Hassan, Bangor University, UK
Edward Shiu, Bangor University, UK
Miriam McGowan, Bangor University, UK



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

Assuming Ordinality: Best-to-Worst Inferences in Vertical Lists

Mathew S. Isaac, Seattle University
SHAILENDRA PRATAP JAIN, University of Washington, USA

Read More

Featured

M11. Motivated to Be Moral: The Effect of Nostalgia on Consumers’ Recycling Behavior

Xiadan Zhang, Renmin University of China
Xiushuang Gong, Jiangnan University
Jing Jiang, Renmin University of China

Read More

Featured

Rejecting Moralized Products: Moral Identity as a Predictor of Reactance to “Vegetarian” and “Sustainable” Labels

Rishad Habib, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Karl Aquino, University of British Columbia, Canada

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.