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Title:
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Regret and behavior: comment on Zeelenberg and Pieters |
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Author:
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Summerville, Amy; Roese, Neal J.; Fessel, Florian |
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Abstract:
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Zeelenberg and Pieter's (2007) regret regulation theory 1.0 offers a synthesis that brings
together concepts spanning numerous literatures. We have no substantive disagreement with
their theory, but instead offer
3 observations to further aid regret researchers studying con-
sumer decision making. First, the overall arch of any regret theory must be situated within an
understanding of behavior regulation. Second, the distinction between regrets of action versus
inaction is best understood in terms of motivational implications, particularly with regard to
Higgin's
(1998) distinction between promotion and prevention focus. Third, the opportunity
principle offers a particularly clear means of summarizing the regulatory consequences of the
regret experience. Regret is an emotion pivotal for decision making, and its cognitive under-
pinning has and continues to be elucidated in research focusing on counter factual thinking. |
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Bookmark:
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http://hdl.handle.net/2374.MIA/4420
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Date:
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2007 |
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Citation:
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Journal of Consumer Psychology, 17(1), 25-28 |
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Related:
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Related Items in Google Scholar
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