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Choosing between options associated with past and future regret

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  • Shani, Yaniv
  • Danziger, Shai
  • Zeelenberg, Marcel

Abstract

People sometimes choose between options associated with already-missed and to-be-missed counterfactuals, or put differently, between past and future regret. We find that these objectively irrelevant associations systematically sway peoples’ choices. Results show participants prefer options associated with past promotions (Studies 1–3), and they experience more regret and feel more responsible for missing a future promotion (Studies 1 and 2). Study 2 also shows that participants’ preference for products associated with a past miss decreases when they know they will not encounter the future miss (promotion). Study 3 shows this preference also decreases when the product is utilized before the future miss becomes available. Finally, in a non-promotion context, Study 4 demonstrates that people distance themselves from a future miss when they are responsible for the miss but not when another person is responsible for it. These findings are related to regret, inaction inertia and the psychology of discounts.

Suggested Citation

  • Shani, Yaniv & Danziger, Shai & Zeelenberg, Marcel, 2015. "Choosing between options associated with past and future regret," Organizational Behavior and Human Decision Processes, Elsevier, vol. 126(C), pages 107-114.
    • Handle: RePEc:eee:jobhdp:v:126:y:2015:i:c:p:107-114
    DOI: 10.1016/j.obhdp.2014.11.001
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    References listed on IDEAS

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