Abstract
Four studies examined the role of a decision's consistency with the orientation of the decision-maker in determining regret. In accordance with our consistency-fit model of regret, the consistency of a decision in relation to decision-makers' goals (Experiments 1), mood states (Experiment 3), and personality orientations (Experiments 2 and 4) predicted regret levels such that consistent decisions were less regrettable than decisions that were inconsistent. In Experiment 1, consistent decisions were defined in relation to decision-makers' goals of changing their typical behavior. Results revealed that decisions that were consistent with the goals of changing their typical behavior were less regrettable. In addition, Experiments 2-4 found that the salience of counterfactuals augmented participants' feelings of regret, supporting the view that accessible alternatives to chosen courses of behavior can serve as affective cues. Implications of a consistency-fit view of regret for norm theory, self-regulation and affect as information were discussed.