Research On The Mechanism Of Regulatory Focus Affecting Inaction Regret

The experience of regret is everyone emotional experience. In the process of doing the consumer decision-making behavior, we might expect the gap between the actual perception of the products or services purchased with self-psychological regret (ie action regret), also may be due to some other reason missed the purchase of the experience regret (inaction regret). In the existing research has found that in missed purchasing situations regret play an important in the future consumer behavior of individual decision-making. Because regret is a negative emotion of the individual, so the individual will have the motivation to regulation by changing the behavior before regret. In order to avoid or mitigate regret before behavioral decision,Some consumers may depreciate the value of missed opportunities that resulting in inaction inertia of the individual, and reduce the likelihood of future purchases. But belittle the value of missed opportunities or programs and to refrain from the decision-making behavior inaction inertia just only a self-regulatinga self-regulating situation of regret; In fact,by the regret emotions influence,there will be personal power, more willing to take the amendment prior to the behavior of decision-making to make up for personal error, prompting behavior results in a good direction. The current about regrets research are more about its negative role (reduction of personal consumer satisfaction, conversion products or brands) and how to form to avoid regret, but regret the mechanisms stimulate and promote the process of personal behavior is very less. Therefore Learning about the field of psychology theories,this paper explore its generating psychological mechanism of inaction regret,from the individual qualities,and focusing the consumers missed purchased contexts.The counterfactual thinking is one of the most important factors triggered regret addition. Addition counterfactual thinking is the regret experiencemore that caused by individuals some sort of inaction;and subtraction counterfactual thinking is the experience of regret often based on the results before some kind of decision-making action. The contrapositive said action regret is the result of subtraction of individual counterfactual thinking, and the individual additive counterfactual thinking is the reason of inaction regret experience.During triggering counterfactual thinking process,different regulatory focus play a different role in regulating:In the generation of regret,promoted is led to the addition of counterfactual thinking;preventive induce more subtraction counterfactual thinking. Based on this, we explore the mechanism of inaction regret impact from the view of regulatory focus. At the same time different regulatory focus of the individual will choose different attributes of the product to meet their needs, so twe select product attributes as a manipulated variable experiments on regulation match. Also this is the purpose of this article topics.The main content of this paper is at miss the purchasing situation:(1) In the face of different product attributes,contrast regret degree between individuals of different regulatory focus (prevention focus, promote focus) and future purchase intention;(2) At promote focus,contrast the degree of regret and willingness to buy in the face of different product attributes decision choices.(3) At prevention focus,contrast the degree of regret and willingness to buy in the face of different product attributes decision choices.(4)At promote focus-hedonic products and prevention focus-practical product decision-making situations, contrast individuals the regret degree and willingness to buy.