On the Comparative Nature of the Emotion Regret


Marcel Zeelenberg
Marcel Zeelenberg
  • Speaker
Rotterdam School of Management (RSM), Erasmus University Rotterdam

Event Information

Type
Research Seminar
Programme
Marketing
Date
Mon. 6 Jan. 2003
Contact
Time
12.30-13.45 hours
E-mail
Location
G2-32
Number


Abstract

Regret is a negative, cognitively based emotion that we experience when realizing or imagining that our present situation would have been better, had we decided differently. Hence, a central element in regret is the comparability of a decision outcome with the outcomes forgone. Up to now, regret researchers have simply assumed that decision makers are able to compare outcomes, and often ignored the fact that in real life these counterfactual comparison processes might be difficult or impossible. The effects of comparability on experiences of regret and anticipations of future regret are the topic of this chapter.

Bas Donkers
Professor of Marketing Research
  • Coordinator