The role of anticipated regret in social marketing

Regret isn’t just a post-purpose outcome. Have you ever popped something in an online shopping cart and then experienced that ‘should I, shouldn’t I’ feeling? You could be thinking do I really need this or have a fear of missing out. This is anticipated regret (AR). In the social marketing context, AR is the feeling our target audiences could experience when we are encouraging them to change their lives. Even when it is for their own good, and not just that of society, such as giving up smoking, gambling or even deciding to participate in blood or organ donation program, all could spark thoughts and feelings that make them hesitate to decide or even make them avoid the decision all together. In fact, the higher the stakes are for a decision, the higher the likelihood is that AR will be experienced. Imagine that time in life when you come to a metaphorical crossroad, where the decision you make will set the course of your future. The fears and anxiety faced can be overwhelming, or even paralysing, particularly when you will probably never know the possible outcomes of the roads not taken.