Abstract:

The paper explores the role of mental simulation in the relationship between the outcome valence and regret. Across two experiments, the paper discovers the mental simulation can serve as moderator. Specifically, the regret difference between bad result and good result when people are using outcome-focused mental simulation is stronger than the regret difference when people are using process-focused mental simulation. The paper also finds the mediation role of disconfirmation of product performance and anticipated result.

Key words: The outcome valence, Regret, Mental Simulation, Disconfirmation of Product Performance and Anticipated Result