When Does Anticipating Regret Help Consumer Decision Making and When Does It Hurt?
Although avoiding regret is an important motivator in consumer decision making, anticipated regret often does not accurately predict experienced regret. Because direct experiences with products shift consumers’ construal levels from abstract to concrete, we show that anticipating “hot” regret emotions can increase consumption satisfaction relative to anticipating “cold” regret emotions.
Rebecca Hamilton and Debora V. Thompson (2011) ,"When Does Anticipating Regret Help Consumer Decision Making and When Does It Hurt?", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.
Rebecca Hamilton, University of Maryland, USA
Debora V. Thompson, Georgetown University, USA
NA - Advances in Consumer Research Volume 38 | 2011
How Do Consumers React to Anthropomorphized Brand Alliance? Applying Interpersonal Expectations to Business-to-Business Relationships
DONGJIN HE, Hong Kong Polytechic University
Fangyuan Chen, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
E12. Green versus Premium Choice and Feelings of Pride
Cecilia Souto Maior, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Rafael Demczuk, Federal University of Paraná
H4. Anthropomorphism Moderates the Effect of Ownership on Self Perceptions
Qiang Zhou, University of Texas at San Antonio, USA
Dengfeng Yan, University of Texas at San Antonio, USA