Regret and behavior: comment on Zeelenberg and Pieters

dc.contributor.author	Summerville, Amy
dc.contributor.author	Roese, Neal J.
dc.contributor.author	Fessel, Florian
dc.date.accessioned	2011-05-04T16:50:59Z
dc.date.available	2011-05-04T16:50:59Z
dc.date.issued	2011-05-04
dc.identifier.citation	Journal of Consumer Psychology, 17(1), 25-28
dc.identifier.uri	http://hdl.handle.net/2374.MIA/4420
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

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