Marcel Zeelenberg

Anticipated regret, expected feedback and behavioral decision making

This paper addresses the effects of the anticipation of regret on decision making under uncertainty. 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. The experience of post-decisional regret is for a large part conditional on the knowledge of the outcomes of the rejected alternatives. A series of studies is reviewed in which it is shown that whether or not decision makers expect post-decisional feedback on rejected alternatives has a profound influence on the decisions they make. These studies, focusing on choice between gambles, consumer decision making and interpersonal decision making, also show that anticipated regret can promote risk-averse as well as risk-seeking choices. This review of empirical studies is followed by a discussion of the conditions under which we can expect the anticipation of regret to take place. Copyright

Regret in Decision Making

Decision research has only recently started to take seriously the role of emotions in choices and decisions. Regret is the emotion that has received the most attention. In this article, we sample a number of the initial regret studies from psychology and economics, and trace some of the complexities and contradictions to which they led. We then sketch a new theory, decision justification theory (DJT), which synthesizes several apparently conflicting findings. DJT postulates two core components of decision–related regret, one associated with the (comparative) evaluation of the outcome, the other with the feeling of self–blame for having made a poor choice. We reinterpret several existing studies in DJT terms. We then report some new studies that directly tested (and support) DJT, and propose a number of research issues that follow from this new approach to regret.

On bad decisions and disconfirmed expectancies: the psychology of regret and disappointment

Decision outcomes sometimes result in negative emotions. This can occur when a decision appears to be wrong in retrospect, and/or when the obtained decision outcome does not live up to expectations. Regret and disappointment are the two emotions that are of central interest in the present article. Although these emotions have a lot in common, they also differ in ways that are relevant to decision making. In this article we review theories and empirical findings concerning regret and disappointment. We first discuss how regret and disappointment differ with respect to their antecedent conditions, appraisals, and phenomenology. We also discuss possible behavioural consequences of experiencing these emotions. Next, we consider how the anticipation of regret and disappointment may influence decision making. We use regret and disappointment theory, developed by the economists Bell (1982, 1985), and Loomes and Sugden (1982, 1986, 1987), as a framework for our discussion. Finally, we argue that combining the theoretical approaches and research paradigms of behavioural decision theory with emotion theories will significantly increase our knowledge of antecedents and consequences of emotions.

Option Attachment: When Deliberating Makes Choosing Feel Like Losing

A belt transporting device includes a belt; first and second adjustment members provided at two respective ends of a tension roller in a belt width direction orthogonal to a direction of rotation of the belt, the first and second adjustment members each being movable by receiving a force from the belt; and a link member that interlocks the movement of the first adjustment member and the movement of the second adjustment member. If the belt is laterally shifted in the belt width direction, one of the first and second adjustment members moves by receiving a force from the belt while the other is moved by the link member such that the tension roller is tilted with respect to a driving roller.

Regret in Repeat Purchase versus Switching Decisions: The Attenuating Role of Decision Justifiability

The decision-making literature has consistently reported that decisions to maintain the status quo tend to be regretted less than decisions to change it. We examine the consequences of repeat purchasing (maintaining the status quo) versus switching in the context of information regarding the reason for the decision (e.g., prior consumption episode, brand history), and we argue that there are situations in which repeat purchasing may cause as much or even more regret than switching. We contend that this effect depends on whether or not there is a justifiable basis for the decision. In a series of four studies, we show that if there is sufficient motivation to warrant a switch, consumers will feel less regret in the face of a subsequent negative outcome realized via a switch than in one realized via a repeat purchase. Our results imply that feelings of regret are mitigated when the consumer reflects and concludes that the decision was appropriate under the circumstances.

Comparing Service Delivery to What Might Have Been: Behavioral Responses to Regret and Disappointment

The effects of the specific emotions disappointment and regret on customers’ behavioral responses to failed service encounters were examined. Study 1, using a vignette methodology, showed that regret was more associated with switching behavior than was disappointment and that disappointment was more associated with word of mouth and complaining than was regret. These results were largely replicated in Study 2, in which each customer was asked to report an autobiographical episode in which he or she experienced dissatisfaction with a service. Characteristics of this experience, as well as regret, disappointment, satisfaction, and behavioral responses, were assessed. As hypothesized, regret had a direct effect on customers’ switching, over and above the effect of dissatisfaction. Moreover, disappointment had a direct effect on word of mouth, over and above the effect of dissatisfaction. Finally, neither regret nor disappointment had a direct effect on the actual complaining in Study 2.

Dynamics of multiple-goal pursuit

The authors propose and test a model of multiple-goal pursuit that specifies how individuals allocate effort among multiple goals over time. The model predicts that whether individuals decide to step up effort, coast, abandon the current goal, or switch to pursue another goal is determined jointly by the emotions that flow from prior goal progress and the proximity to future goal attainment, and proximally determined by changes in expectancies about goal attainment. Results from a longitudinal diary study and 2 experiments show that positive and negative goal-related emotions can have diametrically opposing effects on goal-directed behavior, depending on the individuals proximity to goal attainment. The findings resolve contrasting predictions about the influence of positive and negative emotions in volitional behavior, critically amend the goal gradient hypothesis, and provide new insights into the dynamics and determinants of multiple-goal pursuit.

The Experience of Regret and Disappointment

Regret and disappointment have in common the fact that they are experienced when the outcome of a decision is unfavourable: They both concern “what might have been”, had things been different. However, some regret and disappointment theorists regard the differences between these emotions as important, arguing that they differ with respect to the conditions under which they are felt, and how they affect decision making. The goal of the present research was to examine whether and how these emotions also differ with respect to the way in which they are experienced. Participants were asked torecall aninstance of intense regret or disappointment andto indicate what they felt, thought, felt like doing, did, and were motivated to do during this experience (cf. Roseman, Wiest, & Swartz, 1994). Significant differences between regret and disappointment were found in every category. These differences were most pronounced for “action tendencies” (what participants felt like doing) and “emotivations” (what they were motivated to do). These results suggest that the two emotions have differential implications for future behaviour.

The use of crying over spilled milk : A note on the rationality and functionality of regret

This article deals with the rationality and functionality of the existence of regret and its influence on decision making. First, regret is defined as a negative, cognitively based emotion that we experience when realizing or imagining that our present situation would have been better had we acted differently. Next, it is discussed whether this experience can be considered rational and it is argued that rationality only applies to what we do with our regrets, not to the experience itself. Then, research is reviewed showing that both the anticipation of future regret and the experience of retrospective regret influence behavior. The influence of anticipated regret can be considered rational as long as the decision maker can accurately predict the regret that may result from the decision. The influence of experienced regret cannot be considered rational, since decisions should be based on future outcomes, not historical ones. However, influence of experienced regret can be called functional since it may res...

Leveling up and down: the experiences of benign and malicious envy.

Envy is the painful emotion caused by the good fortune of others. This research empirically supports the distinction between two qualitatively different types of envy, namely benign and malicious envy. It reveals that the experience of benign envy leads to a moving-up motivation aimed at improving ones own position, whereas the experience of malicious envy leads to a pulling-down motivation aimed at damaging the position of the superior other. Study 1 used guided recall of the two envy types in a culture (the Netherlands) that has separate words for benign and malicious envy. Analyses of the experiential content of these emotions found the predicted differences. Study 2 and 3 used one sample from the United States and one from Spain, respectively, where a single word exists for both envy types. A latent class analysis based on the experiential content of envy confirmed the existence of separate experiences of benign and malicious envy in both these cultures as well. The authors discuss the implications of distinguishing the two envy types for theories of cooperation, group performance, and Schadenfreude.