International Journal of Wearable Device
| Volume 5, No. 1, 2018, pp 5-10 | ||
| Abstract |
Ease of comparability affects regret. -The Differential Processing of Product Category and Noncomparable Choice Alternatives affects regret
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Abstract
The intensity of regret is stronger with the product level choice than with the category level choice which can be referred as counterfactual thinking. Zeelenberg made propositions that the intensity of regret is contingent on the ease of comparing with counterfactual decision processes and outcomes, and the importance, salience and reversibility of the discrepancy (Rik pieters and Marcel Zeelenberg, 2007).
So then, when do we feel stronger counterfactual experience? This report shows that people feel regret more about forgone option as the subject which is the product level choice than with the category level choice. Moreover, the purpose of this study is to show the difference of intensity of regret according to different cases in alternative comparison.