MANAGEMENT SCIENCE informs ® Vol. 56, No. 1, January 2010, pp. 161–175 doi 10.1287/mnsc.1090.1097 issn eissn 0025-1909 1526-5501 10 5601 0161 © 2010 INFORMS A Quantitative Measurement of Regret Theory Han Bleichrodt Erasmus School of Economics, Erasmus University, 3000 DR Rotterdam, The Netherlands,
[email protected] Alessandra Cillo IESE Business School, 08034 Barcelona, Spain,
[email protected] Enrico Diecidue Decision Sciences Area, INSEAD, 77305 Fontainebleau Cedex, France,
[email protected] his paper introduces a method to measure regret theory, a popular theory of decision under uncertainty. TRegret theory allows for violations of transitivity, and it may seem paradoxical to quantitatively measure an intransitive theory. We adopt the trade-off method and show that it is robust to violations of transitivity. Our method makes no assumptions about the shape of the functions reflecting utility and regret. It can be performed at the individual level, taking account of preference heterogeneity. Our data support the main assumption of regret theory, that people are disproportionately averse to large regrets, even when event-splitting effects are controlled for. The findings are robust: similar results were obtained in two measurements using different stimuli. The data support the reliability of the trade-off method: its measurements could be replicated using different stimuli and were not susceptible to strategic responding. Key words: regret theory; utility measurement; decision under uncertainty History: Received May 20, 2008; accepted August 3, 2009, by George Wu, decision analysis. Published online in Articles in Advance November 6, 2009. 1. Introduction Regret theory also has real-world implications and Regret theory (Bell 1982, Loomes and Sugden 1982) can explain field data that are incompatible with is an important theory of decision under uncertainty.