How comparing decision outcomes affects subsequent decisions: The carry-over of a comparative mind-set

Abstract

In the current paper we investigate how feedback over decision outcomes may affect future decisions. In an experimental study we demonstrate that if people receive feedback over the outcomes they obtained (“factual outcomes”) and the outcomes they would have obtained had they decided differently (“counterfactual outcomes”), they become regret-averse in subsequent decisions. This effect is not only observed when this feedback evoked regret (with counterfactual outcomes being higher than factual outcomes), but even when the feedback evoked no regret (with factual outcomes being equal to counterfactual outcomes). The findings suggest that this effect on subsequent decisions is at least partly due to the transfer of a comparison mind-set triggered in the prior choice.

Keywords

• comparison
• counterfactuals
• decision-making
• regret