Anticipated Regret in Decision-Making and Behaviour Change

Davide Baldo () and Martin Schoeller
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Davide Baldo: Ipsos SA
Martin Schoeller: Ipsos SA

A chapter in Neuromarketing in Business, 2022, pp 127-140 from Springer

Abstract: Abstract Anticipated regret consists of experiencing the regret we may feel in the future as a result of a decision we are considering making. It forces us to operate outside the automatic and mindless thinking and to reflect carefully about the possible outcomes of a decision, potentially inhibiting automatic, heuristic-based reasoning and leading to more mindful thinking before making a final decision. Here, we report the results of a series of researches we conducted at Ipsos in collaboration with the LaPsydé laboratory in Paris University where we investigated decision-making and how anticipated regret can influence our reasoning. Our results show that anticipated regret represents a valuable tool to study human decision-making processes and ultimately to better understanding and predict behaviors and behavior changes in a variety of contexts.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-658-35185-4_10

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DOI: 10.1007/978-3-658-35185-4_10

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