Anticipated Regret Scale

What it measures

Measures the anticipation of regret — the negative emotion consumers expect to feel if they make a particular choice. Anticipated regret is a powerful driver of both purchasing (fear of missing out, inaction regret) and avoidance (fear of a bad purchase, action regret). Widely used in decision-making research, high-involvement purchase contexts, and health-related consumer choices.

Representative items

• If I buy this product and it doesn't meet my expectations, I will regret having bought it. (Action Regret)
• If I don't buy this product and it would have been good, I will regret not having bought it. (Inaction Regret)
• I would feel bad about myself if I bought something and later found I should not have. (Action Regret)
• Missing out on this deal would make me feel bad. (Inaction Regret)
• I will regret it if I pass up this opportunity. (Inaction Regret)

Citation

Richard, R., van der Pligt, J., & de Vries, N. (1996). Anticipated regret and time perspective: Changing sexual risk-taking behavior. Journal of Behavioral Decision Making, 9(3), 185–199.