A Theory of Regret Regulation 1.1

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An Investigation of the Effectiveness of Uncertainty in Marketing Promotions Involving Free Gifts (2013, background): “In support of this idea, researchers have associated curiosity with impulsive, highly affective purchases, which may result in regret (Pieters and Zeelenberg 2007; Tsiros 2009; Van Dijk and Zeelenberg 2007; Zeelenberg and Pieters 2007) and influence future purchases.”
The Role of Anticipated Emotions in Purchase Intentions (2016, background): “All rights reserved. have tested the effect of anticipated affective consequences on behavior (Patrick et al., 2009a; Philips & Baumgartner, 2002), and several researchers highlight their importance and the need for additional research (Pieters & Zeelenberg, 2007; Yi & Baumgartner, 2008).”
Modeling regret effects on consumer post‐purchase decisions (2011, background): “The theory of regret regulation (Zeelenberg and Pieters, 2007) suggests that consumers are regret adverse; therefore, their choices are made based on what they believe will result in minimal amounts of future regret.”