Regret regulation: how goal-focused strategy reduces regret

• Grant number: 19/20538-1
• Support Opportunities: Scholarships abroad - Research Internship - Doctorate
• Start date: February 01, 2020
• End date: July 31, 2020
• Field of knowledge: Applied Social Sciences - Administration - Business Administration
• Principal Investigator: José Mauro da Costa Hernandez
• Grantee: Annaysa Salvador Muniz Kamiya
• Supervisor: Marcel Zeelenberg
• Host Institution: Centro Universitário FEI (UNIFEI). Campus São Paulo. São Paulo , SP, Brazil
• Institution abroad: Tilburg University, Netherlands
• Associated to the scholarship: 17/23517-0 - Regret regulation: how goal-focused strategy reduce regret., BP.DR

Abstract

Regret may be an inevitable outcome, but one that it is possible to cope with. Based on this assumption, Zeelenberg and Pieters (2007) proposed the Regret Regulation Theory (RRT) and presented ameliorative alternatives that individuals can adopt to regulate their regret. Understanding how specific recourses may be taken to mitigate consumer regret it is relevant both for firms that can potentially enhance a brand's image and instill brand loyalty, identify managerial strategies to be immunized against regret and protect them from the consequences of unfavorable competitive comparisons, and for the individuals that can minimize the psychological impact of their suboptimal purchase choices. Individuals may lower their expectations before and after a decision-making outcome is known in order to protect themselves from an unexpected negative experience and his lower or higher expectations are related to individuals' characteristics, seem more pronounced in some individuals according to the tendency to maximize. The investigation presented in this project is aimed to develop and test a useful maximizing mindset manipulation and to test scenarios in which individuals regulate their regret before making a decision (anticipated regret) in two experimental laboratories studies. (AU)

Scientific publications

(References retrieved automatically from Web of Science and SciELO through information on FAPESP grants and their corresponding numbers as mentioned in the publications by the authors)

MUNIZ KAMIYA, ANNAYSA SALVADOR; ZEELENBERG, MARCEL; DA COSTA HERNANDEZ, JOSE MAURO. Regulating regret via decreasing goal level: Comparing maximizers and satisficers. PERSONALITY AND INDIVIDUAL DIFFERENCES, v. 178, p. 8-pg., 2021-03-27. (17/23517-0, 19/20538-1)