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ISSN : 1229-8778
Inaction inertia is the phenomenon that one is less likely to act on an attractive current opportunity after missing a more attractive opportunity in the same domain. In Experiment 1, after missing a large (50%) sale and subsequently facing a smaller (10%) sale, we examined the different impact of how people cope with negative decision outcomes (i.e., action vs. state orientation) on inaction inertia. Results showed that state-oriented people were less likely to act on the current smaller sale than action-oriented people. In addition, they devaluated the current opportunity more and anticipated more regret. In Experiment 2, we added another similar alternative to the smaller sale and examined whether action vs. state-oriented people differ in alternative selection when both alternatives are available in the current smaller sale. Results showed that state-oriented people were more likely to choose the new alternative in the choice set of relatively less goal-relevant product. However, there were no significant differences in alternative selection for action oriented people.
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