Cognitive dissonance theory predicts that once a difficult choice between equally attractive alternatives is made, people experience: post decision regret.
The human emotional response of regret in psychology is frequently felt when making decisions under uncertainty; should information about the best course of action become available after making a fixed decision, this response can be quantified as the value of the difference between a made decision and the optimal decision.
According to the notion of regret aversion or expected regret, people who are faced with a decision may anticipate regret and hence factor this desire into their decision. Regret is a negative emotion that has a strong social and reputational component. It is essential to human psychology, experience-based learning, and risk aversion.
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