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ISSN : 1229-8778
The purpose of this study is to examine whether there is really a link between regulatory focus and regret on action/inaction or not. This study takes both chronic and situational regulatory focus into account and explores the influence of chronic and situational regulatory focus and action/inaction on consumers' regret. The results shows that promotion focused consumers regret inactions more than actions, but prevention focused consumers regret actions more than inactions. Also the results shows that regrets on action/inaction are influenced by chronic-situational regulatory focus. This study verifies that there is a association between regulatory focus and regrets on action/inaction, and that the problem of which one tends to be regretted more can be explained by regulatory focus.
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