On the psychology of ‘if only’: Regret and the comparison between factual and counterfactual outcomes

@inproceedings{Dijk2005OnTP,
  title={On the psychology of ‘if only’: Regret and the comparison between factual and counterfactual outcomes},
  author={Eric van Dijk and Marcel Zeelenberg},
  year={2005}
}
People experience regret when they realize that they would have been better oV had they decided diVerently. Hence, a central element in regret is the comparability of a decision outcome with the outcomes forgone. Up to now, however, the comparison process that is so essential to the experience of regret has not been the subject of psychological research. In this article, we tune in on the comparison dependency of regret. We argue that factors that reduce the tendency to compare attenuate regret… CONTINUE READING
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