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I should not have been so cautious! A new look on regret regulation process for risky decisions

Author

Listed:
  • Nawel Ayadi

    (marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique)

  • Laurent Bertrandias

    (marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique)

Abstract

Consumers try to regulate regret by taking decisions which minimize regret experience. Risky decisions consequences are unknown leading consumers to anticipate regret for all possible situations. The article suggests that anticipated regret is ambivalent and distinguishes between "traditional" anticipated regret of an excessive risk-taking (ARERT) and anticipated regret of an excessive safety-seeking (ARESS). Our experimental results show that both regrets exert opposite effects upon risk-taking but these effects are moderated by consumer emotional intelligence

Suggested Citation

  • Nawel Ayadi & Laurent Bertrandias, 2011. "I should not have been so cautious! A new look on regret regulation process for risky decisions," Post-Print halshs-00739461, HAL.
    • Handle: RePEc:hal:journl:halshs-00739461
    as

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