Tag Archives: Journal of Consumer Research

After Predicting an Event Outcome, Does Anticipated Regret Take All of the Fun Out of Watching the Event?

“When people make these predictions, they have this little sliver of doubt – ‘What if I’m wrong?,’” [Stephen] Nowlis says. … The researchers dubbed this emotion “anticipated regret.” A pair Arizona State University professors, Stephen Nowlis and Naomi Mandel, have … Continue reading

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