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The warmth of our regrets: managing regret through physiological regulation and consumption

Rotman, Jeffrey, Lee, SH and Perkins, AW 2016, The warmth of our regrets: managing regret through physiological regulation and consumption, Journal of consumer psychology, vol. 27, no. 2, pp. 1-11, doi: 10.1016/j.jcps.2016.08.008.

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Title The warmth of our regrets: managing regret through physiological regulation and consumption
Author(s) Rotman, Jeffrey
Lee, SH
Perkins, AW
Journal name Journal of consumer psychology
Volume number 27
Issue number 2
Start page 1
End page 11
Total pages 11
Publisher Elsevier
Place of publication Amsterdam, The Netherlands
Publication date 2016-08-27
ISSN 1057-7408
Keyword(s) embodied cognition
Summary This research suggests that experiencing action regret induces a change in psychological and physical warmth, motivating individuals to ameliorate that change via interaction with objects that are perceived to be physically or psychologically opposite in temperature. Experiment 1 revealed individuals experiencing action regret felt more self-conscious emotions, and subsequently preferred cold (versus hot) drinks. Experiment 2 replicated this effect and ruled out arousal as a possible alternative explanation. Experiment 3 furthered this link by demonstrating that those feeling more self-conscious emotions felt warmer and subsequently preferred cold (versus hot) drinks. Finally, experiment 4 found that advertisements manipulated for temperature (e.g., cold climate) mitigated the psychological effects of action regret. We interpret the results of these four studies within the emerging field of embodied cognition, which argues that our understanding of emotional concepts is grounded in, and can be influenced by, physical experiences.
Language eng
DOI 10.1016/j.jcps.2016.08.008
Field of Research 1505 Marketing
1701 Psychology
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2016, Society for Consumer Psychology
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Document type: Journal Article
Collection: Department of Marketing
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