Inaction inertia, regret, and valuation: A closer look

Inaction inertia is the phenomenon that one is not likely to act on an attractive opportunity after having bypassed an even more attractive opportunity. So far, all published work has assumed a causal role for the emotion regret in this effect. In a series of 5 experiments we found no support for this regret explanation. In these experiments factors that influenced regret did not influence inaction inertia, and factors that influenced inaction inertia did not influence regret. In addition, in two experiments we found evidence that missing the initial opportunity leads to a devaluation of the later offer. We propose that, in some cases, regret may be a by-product of this devaluation, rather than a cause of inaction inertia.