Regret regulation: how goal-focused strategy reduce regret

• Grant number: 17/23517-0
• Support type: Scholarships in Brazil - Doctorate
• Effective date (Start): June 01, 2018
• Effective date (End): February 28, 2021
• Field of knowledge: Applied Social Sciences - Administration
• Principal Investigator: José Mauro da Costa Hernandez
• Grantee: Annaysa Salvador Muniz Kamiya
• Home Institution: Campus de Liberdade. Centro Universitário da FEI (UNIFEI). Fundação Educacional Inaciana Padre Sabóia de Medeiros (FEI). São Paulo , SP, Brazil

Abstract

Regret is the most important emotion in the context of decision making because it is the only emotion that is uniquely tied to decision making. Although regret may be an inevitable outcome, it is possible coping with it through some regulation strategies. This research project proposes an investigation of one of the strategies that decision-makers can use to regulate their regrets and its efficacy. Understanding these strategies' effect on consumer's regret is relevant because regret can shape decision making and increase future behavioral intent. I will conduct three experimental studies to assess the relationship between the regret goal-focused regulation strategy and the level of regret experienced by an individual in manipulated consumption decision contexts. Additionally, I will investigate how maximizers vs. satisficers and low vs. high self-efficacy individuals experience this strategy. Participants of all proposed studies will be undergraduate students, who will participate in a laboratory experiment in exchange for small gifts such as chocolate bars or prize draws. A multiple regression analysis using Process models of moderation and mediation and Johnson-Neyman technique to decompose the expected interactions will be used to data analysis.