"The two emotions that have the greatest influence on making choices are regret and disappointment," says Prof. Dr. Marcel Zeelenberg. He researched regret and disappointment in consumers. By understanding how you can influence these emotions, you can ultimately let your customers make the choices that you find important.
Prof. Dr. Marcel Zeelenberg obtained his doctorate in 1996 on the subject of regret and, consequently, disappointment. He looked into the factors that lead to the experience of disappointment and the consequences for behaviour. At Tilburg University, he specifically researched disappointment among consumers and Marcel is co-founder of the Tilburg Institute for Behavioural Economics Research (TIBER).
The difference between regret and disappointment
"Disappointment has to do with things turning out worse than you expected, regret has to do with the same thing, but as a result of your own choice" Marcel explains. He uses an example to make this even easier to understand in the podcast: "If I walk to work in the rain and I get wet, I am disappointed in the weather and regret not putting on a mackintosh". This is important to understand, you have to deal with both in different ways. How that works Marcel explains in the podcast. He talks about how emotions play a role in making choices in the workplace.
How it works
Emotions are created on the basis of expectations. That is also where the solution lies, according to Marcel. "Emotions feel the same for everyone, but the things that make people regret their actions are culturally determined. That is good to take into account when operating internationally. Marcel explains these differences in the podcast and provides tips that you as an entrepreneur can get to work tomorrow.
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