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首页> 外文期刊>Journal of product innovation management >Clinging to Slim Chances: The Dynamics of Anticipating Regret When Developing New Products
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Clinging to Slim Chances: The Dynamics of Anticipating Regret When Developing New Products

机译：紧贴机会：开发新产品时的后悔动态

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摘要

This paper focuses on the effects of anticipated regret during large-scale investment projects-namely new product development. Anticipated regret means worrying about the future, and decision-makers experience it prior to both making a decision and knowing the outcome of that decision. It is forward-looking while actual regret is backward-looking. Decision-makers must make project continuation/termination decisions with conflicting pressures. If they continue it, they might receive disconfirming information in the future and therefore regret their decision. If they stop it, they also might regret that decision later, too, if they subsequently conclude it was an error to do so. We term these conflicting pressures anticipated "keep" and "drop" regret, respectively. In the main study, nearly 300 individuals completed a decision-making exercise in which a failing new product development project was evaluated, and various factors were measured, including both types of anticipated regret at multiple points in the project. The results show that decision-makers anticipate regret when making project continuation decisions, and anticipated keep and drop regret exert pressures that differ in direction and magnitude. Most interestingly, anticipated drop regret does not diminish as the failing project progresses whereas anticipated keep regret increases as more negative information is received over the course of the project. A second, smaller study was conducted using a different population, and the results of the main study were replicated in this supplemental study, thereby adding confidence in these findings.
机译：本文着重讨论在大型投资项目（即新产品开发）中预期后悔的影响。预期的遗憾意味着担心未来，决策者在做出决定并知道该决定的结果之前先经历了它。这是前瞻性的，而实际的遗憾是前瞻性的。决策者必须在压力相互冲突的情况下做出项目继续/终止决策。如果他们继续这样做，他们将来可能会收到不确定的信息，因此对他们的决定表示遗憾。如果他们停止该决定，则他们也可能后悔该决定，如果他们随后得出结论认为这样做是错误的。我们将这些相互矛盾的压力分别称为“保持”和“下降”后悔。在主要研究中，将近300个人完成了一项决策活动，其中评估了一个失败的新产品开发项目，并测量了各种因素，包括在项目中多个点的两种预期遗憾。结果表明，决策者在做出项目继续决策时会感到遗憾，而预期的保持和放弃后悔会施加方向和幅度不同的压力。最有趣的是，随着失败的项目的进行，预期的落空后悔并不会减少，而随着在项目进行过程中收到更多的负面信息，预期的后悔仍然会增加。使用不同的人群进行了第二次更小的研究，并且在该补充研究中复制了主要研究的结果，从而增加了对这些发现的信心。

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  • 来源
    《Journal of product innovation management》 |2013年第5期|980-993|共14页
  • 作者

    Kumar Sarangee; Jeffrey B. Schmidt; Jeffrey P. Wallman;

  • 作者单位

    Marketing Department, Leavey School of Business, Santa Clara University, Lucas Hall, 500 EI Camino Real, Santa Clara, California 95053,Marketing at Santa Clara University,University of Illinois at Urbana-Champaign;

    Marketing, Michael F. Price College of Business, University of Oklahoma;

    Oklahoma State University;

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