Regret Aversion in Reason-based Choice

• Main Authors: CONNOLLY, Terry, REB, Jochen
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2011
• Subjects: Decision justification; Reason-based choice; Regret; Regret aversion; Decoy effect; Accept/reject effect; Most important attribute effect; Organizational Behavior and Theory; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/3155; https://ink.library.smu.edu.sg/context/lkcsb_research/article/4154/viewcontent/RegretAversionRBC__2_.pdf
• Institution: Singapore Management University

This research examines the moderating role of regret aversion in reason-based choice. Earlier research has shown that regret aversion and reason-based choice effects are linked through a common emphasis on decision justification, and that a simple manipulation of regret salience can eliminate the de...