Abstract

http://ssrn.com/abstract=946198
 
 

References (29)



 
 

Citations (1)



 


 



When Consumers Choose to Restrict Their Options: Anticipated Regret and Choice Set Size Preference


Cenk Bülbül


NYU Stern School of Business

Tom Meyvis


New York University (NYU) - Department of Marketing

September 1, 2006


Abstract:     
The desire to minimize regret is one of the primary drivers of consumer decisions. Yet, consumers display a persistent preference for larger assortments even though they often feel regretful and dissatisfied after choosing from such an abundance of options. We propose that consumers do aim to minimize regret in their assortment choices, but the way in which they do so depends on the type of regret they are anticipating. While the anticipation of hot regret (i.e., the feeling of kicking yourself for having made the wrong choice) leads consumers to restrict their choice options, the anticipation of cold regret (i.e., the painful longing for missed opportunities) encourages consumers to keep their options open. Across five experiments, we demonstrate how subtle changes in the decision environment can influence consumers' assortment preferences by changing the nature of the regret they are anticipating.

Number of Pages in PDF File: 44

working papers series


Download This Paper

Date posted: November 21, 2006  

Suggested Citation

Bülbül, Cenk and Meyvis, Tom, When Consumers Choose to Restrict Their Options: Anticipated Regret and Choice Set Size Preference (September 1, 2006). Available at SSRN: http://ssrn.com/abstract=946198 or http://dx.doi.org/10.2139/ssrn.946198

Contact Information

Cenk Bülbül (Contact Author)
NYU Stern School of Business
Tisch Hall
40 West 4th Street
New York, NY 10012
United States
Tom Meyvis
New York University (NYU) - Department of Marketing ( email )
Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States
Feedback to SSRN


Paper statistics
Abstract Views: 1,048
Downloads: 258
Download Rank: 64,780
References:  29
Citations:  1

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo2 in 0.531 seconds