What if I find it cheaper someplace else?: Role of prefactual thinking and anticipated regret in consumer behavior

By Allen R. McConnell, Keith E. Niedermeier, Jill M. Leibold, Amani El-Alayli, Peggy P. Chin, Nicole M Kuiper. 2000

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What Moderates the Too-Much-Choice Effect? (2009, background): “…might be due to the similar theoretical underpinnings of the two latter variables: The perceived number of better yet forgone options clearly is an aspect of regret (McConnell et al., 2000), while the attractiveness of the assortment might be influenced by the satisfaction with the chosen option.”
Regulatory mode effects on counterfactual thinking and regret (2008, background): “In such anticipatory situations, individuals may engage in prefactual thoughts (e.g. McConnell et al., 2000).”
A Theory of Regret Regulation 1.0 (2007, background): “Thus, consumers’ anticipations of regret are attenuated and their impact on choice is diminished when they receive lowest price guarantees (McConnell et al., 2000).”
Beyond valence in customer dissatisfaction: A review and new findings on behavioral responses to regret and disappointment in failed services (2004, unknown): “Thefirstreason is that regret and disappointment play an important role in customer decision-making processes (e.g., Cooke et al., 2001; Creyer and Ross, 1999; Hetts et al., 2000; Inman and McAlister, 1994; McConnell et al., 2000; Simonson, 1992).”