INVESTOR’S ORDER AGGRESSIVENESS: AN EXPERIMENTAL STUDY OF THE IMPACT OF REGRET

This study examines the influence of regret experience and anticipation regret in deciding order aggressiveness when investors buy and sell. This study is an experimental research design with a mix between and within subjects (Experienced Regret-due to act versus Experienced Regret-due to not act) X (Anticipated Regret versus No anticipated regret). This study involved 40 undergraduate students. The results showed that experienced regret and anticipated regret impact order aggressiveness. Investors respond to the experience of regret and anticipation of the same emotions by showing risk averse behavior (low aggressiveness) and risk seeking behavior (high aggressiveness) when selling and buying.