When Good Decisions Have Bad Outcomes: The Impact of Regret on Switching Behavior

Four experiments test the hypothesis that an unfavorable outcome of a good decision leads individuals to switch away from that decision due to negative emotional responses to the outcome. Negative emotional reactions led many participants to abandon the option that they recalled as having been more successful overall in the past (Study 1) and which they expected to perform better in the future (Study 2). A prompt to consider the future success rates of the two alternatives did not eliminate switching (Study 2). An experimental manipulation in Study 3 indicated that individuals switch when they focus on their aVective reactions rather than beliefs about the earlier disappointing outcome. In Study 4, individuals with a general tendency to focus on cognitions (i. e., those high in need for cognition) were less likely to switch away from the better option following a disappointing outcome. These results suggest that an emotional reaction to a negative outcome can lead people to switch away from the options that they believe are most likely to be successful on the next occasion. 贸 2004 Elsevier Inc. All rights reserved.