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Regret (decision theory)
Regret is the negative emotion experienced when learning that an alternative course of action would have resulted in a more favorable outcome. The theory of regret aversion or anticipated regret proposes that when facing a decision, individuals may anticipate the possibility of feeling regret after the uncertainty is resolved and thus incorporate in their choice their desire to eliminate or reduce this possibility.
==Regret theory==
Regret theory models choice under uncertainty taking into account the effect of anticipated regret. It was originally developed simultaneously by Graham Loomes and Robert Sugden,〔Loomes, G. and Sugden, R. (1982), "Regret theory: An alternative theory of rational choice under uncertainty", ''Economic Journal'', 92(4), 805–24.〕 David E. Bell〔Bell, D. E. (1982). Regret in decision making under uncertainty. Operations research, 30(5), 961-981.〕 and Peter C. Fishburn〔Fishburn, P. C. (1982). The foundations of expected utility. Theory & Decision Library.〕 and subsequently improved upon by several other authors.
In general, these models incorporate a regret term to the utility function that depends negatively on the realized outcome and positively on the best alternative outcome given the uncertainty resolution. This regret term is usually an increasing, continuous and non-negative function subtracted to the traditional utility index. These type of preferences always violate transitivity〔Bikhchandani, S., & Segal, U. (2011). Transitive regret. Theoretical Economics, 6(1), 95-108.〕 in the traditional sense although most satisfy a weaker version
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