Regrets in the East and West: Role of intrapersonal versus interpersonal norms

Abstract

Regrets are stronger following atypical than following normal behaviour. No studies have tested this effect for both intrapersonal normality (consistency within a person) and interpersonal normality (consistency between people) simultaneously. The present research examined whether the impact of violating the two kinds of normality on regret varies across cultures, using a manipulation of mutability crossed with that of norm violation. Among Korean participants (but not Americans) the impacts of mutability on regret were stronger when the intrapersonal rather than the interpersonal norm was violated, which was interpreted in terms of the greater collectivist emphasis in Korea than in the USA.