Functional Regret: the Positive Effects of Regret on Learning From Negative Experiences

Prior literature on regret has focused on its negative effects. We propose that regret is functional and guides decision making in a specific way. Manipulation of only the emotional component of experienced regret leads to better performance on decisions within the domain where regret was experienced, but not in dissimilar domains. While negative emotion can harm decision making in dissimilar domains (e.g., making people more impulsive in a shipping task), regret causes learning in the domain it was experienced (e.g., making people more conservative in willingness-to-pay for related products).



Citation:

Noelle Nelson, Selin Malkoc, and Baba Shiv (2009) ,"Functional Regret: the Positive Effects of Regret on Learning From Negative Experiences", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 901-901.

Authors

Noelle Nelson, University of Minnesota, USA
Selin Malkoc, University of Minnesota, USA
Baba Shiv, Stanford University, USA



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

G11. Sensory Placebo Effects: The Role of Sensory Signaling in Enhancing Marketing Placebos and Consumer Outcomes

Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce

Read More

Featured

Understanding Trust Formation in Peer-to-peer Social Commerce

Lena Cavusoglu, Portland State University
Deniz Atik, University of Texas Rio Grande Valley, USA

Read More

Featured

Decreasing Impatience with Bundled Donations

Sachin Banker, University of Utah, USA

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.