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Regret regulation: how goal-focused strategy reduces regret

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


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)

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