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Regret and behavior: comment on Zeelenberg and Pieters

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dc.contributor.author Summerville, Amy en_US
dc.contributor.author Roese, Neal J. en_US
dc.contributor.author Fessel, Florian en_US
dc.date.accessioned 2011-05-04T16:50:59Z en_US
dc.date.accessioned 2013-07-10T15:09:41Z
dc.date.available 2011-05-04T16:50:59Z en_US
dc.date.available 2013-07-10T15:09:41Z
dc.date.issued 2011-05-04 en_US
dc.identifier.citation Journal of Consumer Psychology, 17(1), 25-28 en_US
dc.identifier.uri
dc.identifier.uri http://hdl.handle.net/2374.MIA/4420 en_US
dc.description.abstract 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. en_US
dc.subject regret regulation theory en_US
dc.subject opportunity principle en_US
dc.subject decision making en_US
dc.title Regret and behavior: comment on Zeelenberg and Pieters en_US
dc.type Text en_US
dc.date.published 2007 en_US


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