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ISSN : 1229-8778
Previous research showed that action produce more regret than inaction(Kahneman & Tversky 1982). However, according to the studuies of Zeelnberg, Van den Bos, Van Dijk, & Pieters(2002), inaction produce more regret than action. Present study used a consumer's regulatory focus to present new interpretation regarding the discrepancy results described above. In the present study, we try to explain of the psychology of regret by consumer's regulatory focus. The conclusion of this study is written as below. First, consumers who have a prevention goals showed more regret than consumers who have a promotion goals on negative outcomes. Second, in the case of consumers who have a prevention goals, an action effect had occurred, like Kahneman & Tversky's(1982) studies. However, in the case of consumers who have a promotion goals, an inaction effect had occurred, like Zeelenberg, Van den Bos, Van Dijk, & Pieters's(2002) studies.
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