Anticipation Of Regret Research Articles

Reining in regret: emotion regulation modulates regret in decision making

ABSTRACT Whereas the influence of regret on decision making is well-established, it remains unclear whether emotion regulation may modulate both the affective experience of regret and its influence on decisions. To examine this question, participants made decisions about options involving uncertainty using two different, instructed emotion regulation strategies. In one case, they were instructed to treat each choice individually, while in the other they were encouraged to treat a series of decisions as a portfolio. The present experiment demonstrates that approaching a series of decisions as a portfolio led to less extreme affective reactions to outcomes and lowered physiological arousal levels compared to focusing on each decision in isolation. However, the different emotion regulation strategies did not alter the influence of anticipatory regret on choices. The results indicate that these different emotion regulation strategies can be used to alter the experience of regret. These findings support a role for cognitive strategies in mitigating the affective experience of regret and suggest a means to encourage consumer welfare.

Exploring e-deal proneness: the interplay of price consciousness and anticipatory regret

PurposeThis research investigates the factors influencing consumers' intention to purchase e-deals from group buying websites, focussing on e-deal proneness, price consciousness and anticipatory regret.Design/methodology/approachThree studies (n = 539) were conducted using data collected from an online consumer panel and tested via structural equation modelling and PROCESS macro in SPSS.FindingsThe findings suggest that subjective norms, perceived behavioural control and attitudes positively influence consumers' e-deal purchase intention. Additionally, price consciousness amplifies the relationship between consumers' e-deal proneness and purchase intention, and price-conscious respondents are more likely to have the intention to buy e-deals when faced with some form of anticipatory regret.Practical implicationsBased on the research findings, practitioners are advised to prioritise social norms and entertainment value when promoting the attractiveness of e-deals, using strategies such as social media and influencer marketing. Brands should also emphasise the value of e-deals by showcasing comparative price savings and discounts to motivate consumers to buy.Originality/valueThis paper addresses an interesting and practical issue related to the effects of group buying websites, focussing on e-deal proneness, price consciousness and anticipatory regret.

Past and Future: Backward and Forward Discounting

Abstract We study a model of time preference in which both current consumption and the memory of past consumption enter “experienced utility”—or the felicity—of an individual. An individual derives overall utility from her own felicity and the anticipated felicities of future selves. These postulates permit an agent to anticipate future regret in current decisions, and generate a set of novel testable implications in line with empirical evidence. The model can be applied to disparate phenomena, including present bias, equilibrium savings behavior, anticipation of regret, and career concerns.

The Effect of Anticipated Regret on Flu Vaccination Campaigns.

The anticipation of regret is known to be a primary motivator of receiving a vaccination. Aim of this study is to evaluate whether the use of messages that leverage the anticipated emotion of regret can increase the intention to get the flu vaccination. The participants (N = 110) randomly received a leaflet containing a standard prevention message (control condition) or message modified to induce the anticipation of regret over not being vaccinated (experimental condition), along with a questionnaire. The experimental condition's participants reported significantly higher levels of regret and higher intention to vaccinate than the participants in the control condition. Anticipated regret resulted to be a significant mediator of the intention to get vaccinated. Manipulating the salience of regret appears to be a simple and inexpensive way of effectively promoting preventive behaviour. The implications of this result for reducing COVID-19 vaccine hesitation are discussed.

Unravelling reciprocal effects among young adults’ binge drinking, stress, and anticipated regret

Problematic alcohol consumption represents a critical risk to young adults’ mental and physical health (WHO, 2018). As a result, understanding negative consequences that stem from young adults’ binge drinking and inter-related factors that may mitigate increases in binge drinking has much to offer scholars and practitioners. In the current study, a two-wave random intercept cross-lagged panel design was used to examine the reciprocal inter-relations among stress, anticipated regret, and binge drinking within a lab-based study of young adults (N = 109, Mage = 19.85). Within-person findings indicated that high life stress and low anticipated regret predicted subsequent increases in binge drinking three months later, accounting for between-person stability in these constructs. All told, findings point to life stress as a robust predictor of increased binge drinking, and anticipated regret as a protective factor associated with reductions in binge drinking among young adults. Given that anticipated regret signalled subsequent drinking reductions, future research should consider ways to foreground anticipation of regret as a protective factor mitigating binge drinking increases.

Understanding factors associated with intent to receive the COVID-19 vaccine.

As of December 1, 2020, when the Advisory Committee on Immunization Practices published their COVID-19 vaccine distribution and prioritization recommendations, health care workers (HCWs) and the elderly were deemed to be at greatest risk of contracting the coronavirus. Limited extant research suggests that most HCWs are willing to receive the COVID-19 vaccine, and findings from studies examining vaccine uptake in non-HCW samples also have reported high vaccination willingness. The health belief model (HBM) and the theory of planned behavior (TPB) suggest that beliefs about severity and susceptibility of disease, perceived benefits of and obstacles to vaccination, and normative beliefs of others affect vaccine uptake. Further, perceptions of safety, side effects, and demographic factors can uniquely impact COVID-19 vaccine uptake. Using a cross-sectional design, we recruited 526 participants via social media, through snowball emailing methods, and from university settings. The present findings demonstrate that 37% of participants intend to get the vaccine, and 35% reported that they might get the vaccine. No relationships among demographic factors, willingness to receive the vaccine, and level of intent were observed. However, those who reported that they would not receive the COVID-19 vaccine demonstrated fewer positive attitudes, less agreement, fewer normative views, and less anticipatory regret regarding the COVID-19 vaccine. Also, perceptions of susceptibility, severity, and barriers were associated with participants' willingness to get the COVID-19 vaccine. Our results suggest that factors related to the HBM and TPB might uniquely impact COVID-19 vaccine acceptability and could guide the crafting of interventions meant to encourage vaccine uptake. (PsycInfo Database Record (c) 2022 APA, all rights reserved).

Implementing education: Personal communication with a healthcare professional is a critical step to address vaccine hesitancy for people with multiple sclerosis

BackgroundPeople with Multiple Sclerosis (PwMS) were first able to access COVID-19 vaccines in Australia from March 2021, when vaccine hesitancy in the general population was high (14–43%). High uptake of vaccination is important globally and critical to protect this vulnerable population. We conducted an on-line survey to examine factors influencing COVID-19 vaccination willingness among PwMS in Australia. Methods149 PwMS living in Australia completed the on-line survey (April-September 2021) examining demographic, environmental and clinical factors with respect to vaccine willingness, including attitudes towards COVID-19 illness and vaccines. Additional items explored the influence of different information sources on vaccination decisions. Continuous and ordinal data were compared using the Mann-Whitney U test. All tests were two-tailed, with alpha set at 0.5. ResultsA majority of the respondents were female (87.2%) with relapsing-remitting MS (77.5%) treated by a neurologist (94.0%). A majority were on high efficacy disease-modifying therapies (DMTs) (64.9%), while 19.9% were on no DMTs. About one third of respondents (32.9%) had had two doses, 20.8% had received their first dose, and 22.1% were unvaccinated, while 24.2% of responses were missing. When asked about vaccine intentions, 60.6% of the unvaccinated indicated they were likely to extremely likely to get vaccinated, while 15.2% were very unlikely or extremely unlikely to do so and 24.2% were undecided. Unvaccinated people were significantly more concerned about vaccine side effects (mean 5.3 versus 3.1/10; p < .001). Only 53.3% of people on DMTs were vaccinated, compared to 75% of those who were not. People on ocrelizumab therapy (n = 35) had a lower vaccination rate (39%) than those on other medications (n = 86, 59%). Vaccine willingness in the unvaccinated was most highly correlated with knowledge regarding the vaccine (rs2=.709), agreement with the statement that COVID-19 vaccination is “too new for me to be confident about getting vaccinated” (rs2= -.709), anticipation of regret due to side effects of vaccination (rs2= -.642), and lack of knowledge regarding interactions between COVID-19 vaccines and DMTs (rs2= -.570).Almost two thirds had read MS-specific information about COVID-19 vaccinations and found it easy to understand (67.6%) and applicable to their situation (53.6%). However, less than half (47.8%) reported the information helped them make a personal vaccination decision. Over two-thirds (64.9%) had discussed vaccinations with their healthcare professional and 31.1% had not. Those who had not, were significantly more uninformed about the interactions of the vaccine with MS medications (mean 3.9 versus 2.9/10; p = .044) and significantly lower intention of vaccine uptake than those who had (mean 5.8 versus 7.9/10; p = .009). ConclusionOur study highlights that vaccination efforts should be delivered by healthcare professionals, focus on educating those who are managed with DMTs, and include individual recommendations related to specific DMTs, how the vaccines work, expectations regarding potential side-effects, potential exacerbation of MS symptoms, likelihood of recovery from any exacerbation, and the relative risks of side effects versus COVID-19 infection. Specific recommendations are provided.

Production Decisions of Automakers Considering the Impact of Anticipated Regret under the Dual-Credit Policy

The anticipation of consumer regret under dual-credit policies significantly impacts automakers’ production decisions. This article focuses on the automakers that produce both new energy vehicles (NEV) and fuel vehicles (FV). Given the dual-credit policy, this study introduces the concept of anticipated regret to characterize consumers’ evaluation of product utility, and then analyzes the impact of this behavior on the volume of vehicles produced by automakers. The study found the following: when in independent decision-making mode, as the government increases the requirements associated with the new energy vehicle credit ratio, automakers reduce the number of fuel vehicles and the number of new energy vehicles produced. In this independent decision-making mode, the influence of consumer anticipation of regret on automakers’ production decisions is uncertain. When the credit price is less than the threshold, the total profit of the automaker in a centralized decision-making mode is less than the profit in the independent decision-making mode. When the credit price exceeds the threshold, the total profit of the automaker is greater in the centralized decision-making mode compared with the independent decision-making mode.

The Determinants of Panic Buying during COVID-19.

The COVID-19 pandemic has seen an unmatched level of panic buying globally, a type of herd behavior whereby consumers buy an uncommonly huge amount of products because of a perception of scarcity. Drawing on the health belief model, perceived scarcity, and anticipated regret theories, this paper formulated a theoretical model that linked the determinants of panic buying and analyzed their interrelationships. Subsequently, data were collated from 508 consumers through an online survey questionnaire in Singapore that was conducted during the early stage of the pandemic, before the onset of the circuit breaker in April 2020. Next, an analysis of the results was done through structural equation modeling. It showed that the effect of the health belief model dimensions (i.e., perceived susceptibility, perceived severity, outcome expectation, cues to action, and self-efficacy) on panic buying is partially mediated by the consumers’ perceived scarcity of products. Furthermore, the effect of perceived scarcity on panic buying is partially mediated by consumers’ anticipation of regret. This paper expands on the current theoretical understanding of panic buying behavior, giving insights into the possible measures and solutions that policymakers and relevant stakeholders can uptake to manage panic buying in future a pandemic or health crisis.

Understanding Investor Behaviour Using Prospect Theory: An Indian Perspective

Kahneman and Tversky's Prospect Theory tries to explain investor behaviour under risk when alternative outcomes are available to them while making an investment decision. Loss Aversion, Regret Aversion, and Mental Accounting are the three dimensions of this theory. Loss aversion is an investor emotion that prevents unloading unprofitable investments because they lead to a loss. Regret Aversion is the anticipation of regret where an investor holds to loss-making investments with the fear of admitting an incorrect investment decision. Mental Accounting is the value investors place on money, often leading to detrimental results. This research attempts to gain deeper insights into the complex investor behaviour which forms an important aspect of behavioural finance. An online survey of 282 pan-India stock market investors is done on the three dimensions and the collected data is analysed using One-way ANOVA to measure the relationship between independent (income, investment amount, education qualification, age, gender, and investor experience) and dependent variables (loss aversion, regret aversion, and mental accounting). This study is of significant interest to financial institutions for product design, to the government in making economic policy, and financial advisors who can consider the independent variables as crucial factors that make their clients prone to behavioural biases.

Protection Motivation and the COVID-19 Virus

ABSTRACT The current study examined the role of the components of the Protection Motivation Theory of Health (PMT) in predicting protective health behaviors related to the COVID-19 virus. Through a snowball sampling procedure, in Wave 1 424 respondents completed a survey in March 2020. One hundred thirteen of these participants completed the same survey in Wave 2 in May 2020. Consistent with research on SARS, females and older individuals engaged in the behaviors more often than men and younger individuals. After accounting for these variables in predicting frequency of protective health behaviors, components of the PMT accounted for an additional 12% of the variance in Wave 1 and 16% in Wave 2, with perceived severity and outcome efficaciousness correlating positively with frequency. Anticipatory regret mediated the relationship between PMT and protective health behavior frequency. The results suggest that public health announcements that are tailored toward the severity of the virus and the efficacy of the health behaviors in decreasing the spread of the virus may meet with more success than those that heighten people’s vulnerability to the disease.

Acute stress amplifies experienced and anticipated regret in counterfactual decision-making

Previous research has shown that stress can affect emotion processing in a variety of settings. However, little attention has been paid to the effects of stress on emotional decision-making. The present study addressed this question by exposing healthy young participants either to a stressor (n = 30)–socially evaluated cold pressor task– or a non-stressful control task (n = 30). Subsequently, participants completed a computerized decision-making task in which they could compare the obtained factual outcome with a non-obtained counterfactual outcome. Saliva samples were taken at four time points over the course of the experiment and used to analyze cortisol levels. Results revealed that acute stress induced reliable salivary cortisol increase over the experimental task. At the outcome delivery stage, acute stress amplified negative emotions induced by the counterfactual comparison. At the choice stage, under stress, participants were more likely to make regret-averse decisions. The findings that acute stress amplifies both experienced and anticipated regret is consistent with dual process frameworks such that stress tilts decision-making toward more emotional and intuitive processing. Lay summary Stress is thought to affect emotional processing. The present study investigated the effects of acute stress on emotional decision making using a typical counterfactual decision making task. Acute stress amplified both experience and anticipation of regret, consistent with the dual process frame that stress tilts decision-making toward more emotional and intuitive processing.

“Should’ve known better”: Counterfactual processing in disordered gambling

Counterfactual thinking is a component of human decision-making that entails “if only” thinking about unselected choices and outcomes. It is associated with strong emotional responses of regret (when the obtained outcome is inferior to the counterfactual) and relief (vice versa). Counterfactual thinking may play a role in various cognitive phenomena in disordered gambling, such as the effects of near-misses. This study compared individuals with gambling disorder (n = 46) and healthy controls (n = 25) on a behavioural economic choice task that entailed choosing between two gambles, designed to measure counterfactual thinking. Participants provided affect ratings following both the obtained and the non-obtained outcomes. Choices were analyzed using a computational model that derived parameters reflecting sensitivity to expected value, risk variance, and anticipated regret. In the computational choice model, the group with gambling disorder showed increased sensitivity to anticipated regret, reduced sensitivity to expected value, and increased preference for high risk-variance gambles. On the affect ratings, the group with gambling disorder displayed blunted emotional sensitivity to obtained and counterfactual outcomes. Effect sizes of the group differences were modest. Participants with gambling disorder show wide-ranging alterations in decision-making processes and emotional reactivity to choice outcomes. Altered sensitivity to anticipatory regret in gambling disorder may contribute to the development of gambling-related cognitive distortions, and the influences of gambling marketing.

Increasing Recruitment and Engagement with Time-Limited Financial Incentives

The literature indicates external deadlines and financial incentives undermine motivation and compliance. We present lab and field experiments that test the effectiveness of time-limited incentive programs, in particular, one we call “declining financial incentive” in which the incentive declines over time. Compared to the control condition (no financial incentive with no deadlines to enroll), more participants enrolled in the time-limited incentive programs, especially in the higher incentives and declining incentive conditions (studies 1 and 2). These effects occurred because participants in the declining incentive condition were engaged in anticipatory regret aversion. Variations in financial incentive levels and format did not produce different decay in engagement rates over a 1-year period. Declining financial incentives are recommended to increase enrollment and postenrollment engagement.

Consumer Purchase Regret: A Systematic Review

This study aims to highlight and summarize the systematic review to analyze the significant factors in consumer purchase regret." Specifically, the study analyzes: a) the prevailing definition of consumer purchase regret throughout the period; b) theoretical lens, through which this concept has been explored; c) key contributions of Consumer purchase regret; and d) Methods of research used to test sustainable consumption. Consumer purchase regret is the central interest ofemotions in the current article. Academics and marketers are constantly concerned with the increased importance of consumer behavioral issues and their elevation towards an important agenda for purchase regret. In addition, it has also been recognized as a key driver of innovation by marketers. The novelty of this article is based on the systematic literature review of theories and empirical findings concerning consumer purchase regret in last few years. The possible effects of purchase regret on consumer behavior were discussed and also considered the anticipation of regret influencing on decision making. In order to review current regret conceptions in accordance with Denyer and Tranfield's instructions, the five-step approach to SLR was followed after a comprehensive database search and applying inclusion criteria, 15 research articles were incorporated for this systematic review. The core part of the paper discusses the specific CPR methodology used in this study and presents the review findings and discusses them. Finally, future developments are recommended in the promising field and the overall contribution in addressing critical challenges for CPR.The results of the review showed that the concept of consumer purchase regret has changed over time as consumer behavioral changes progresses. In addition, the study revealed that cross-sectional designs based on the survey methods taking into account certain subpopulations are widely used in existing research methodologies. Future studies on consumer purchase regret can be focused more on exploring additional issues regardingthe antecedents and critical challenges faced by both marketers and consumers in the developing countries.

Why Markdown as a Pricing Modality?

AboutSectionsView PDF ToolsAdd to favoritesDownload CitationsTrack CitationsPermissionsReprints ShareShare onFacebookTwitterLinked InEmail Go to Section HomeManagement ScienceVol. 65, No. 5 Why Markdown as a Pricing Modality?Elodie Adida , Özalp Özer Elodie Adida , Özalp Özer Published Online:20 Sep 2018https://doi.org/10.1287/mnsc.2018.3046AbstractMarkdown as a pricing modality is ubiquitous in retail whereas everyday low price (EDLP) remains relatively rare (despite its several advantages, such as simplicity). This paper explores whether and why retailers can use either of these pricing modalities as an effective defense against a competitor entering the market with the alternative pricing modality. Various studies have shown that consumers are strategic and heterogeneous in their valuation of a product. Consumers are also shown to be regret-prone, and anticipation of regret affects their purchase decisions. Consumers experience availability regret when they are unable to purchase products due to stockouts and high-price regret when they miss an opportunity to purchase products at low prices. Considering such factors, consumers decide whether, when, and from which retailer to purchase the product. In such a market environment, we find that the possible entry of a competitor should deter retailers from using the EDLP pricing modality but not markdown. We also identify a new reason for the markdown retailer to ration stock (in addition to the reason for discouraging consumers to wait for the markdown). In particular, we show that the markdown retailer can use inventory rationing to preclude a cutthroat competition and bankruptcy after the entry of an EDLP retailer. We also quantify how consumer regret affects both retailers’ decisions and resulting profits. In particular, in a competitive market, the EDLP retailer cannot simply disregard consumers’ availability and high-price regret (even when it stocks ample inventory and does not discount prices). We show that high-price regret and availability regret have complementary effects on the markdown retailer’s rationing strategy and the EDLP retailer’s price decision. Finally, using a proprietary price data set from a large department store, we show that ignoring regret factors causes the markdown retailer to leave up to 20% of its profits on the table. In addition, in a competitive market, the markdown retailer rations too aggressively when regret is ignored and, as a result, leaves some of the forgone profit to its competitor—the EDLP retailer. The retail industry is often characterized by its slim profit margins. In such an environment, the aforementioned results also suggest that retailers should seriously consider investing in developing the capacity to estimate and quantify the role of regret in consumers’ purchase decisions.Data and the online appendix are available at https://doi.org/10.1287/mnsc.2018.3046.This paper was accepted by Serguei Netessine, operations management. Previous Back to Top Next FiguresReferencesRelatedInformationCited byOptimizing mixed bundle pricing strategy: Advance selling and consumer regretOmega, Vol. 115Buy-One-Get-One Promotions in a Two-Echelon Supply ChainYuefeng Li, Moutaz J. Khouja, Jingming Pan, Jing Zhou13 December 2022 | Management Science, Vol. 0, No. 0High-Low Promotion Policies for Peak-End Demand ModelsTamar Cohen-Hillel, Kiran Panchamgam, Georgia Perakis8 August 2022 | Management Science, Vol. 0, No. 0Mapping the Ethicality of Algorithmic Pricing: A Review of Dynamic and Personalized Pricing10 December 2019 | Journal of Business Ethics, Vol. 170, No. 4 Volume 65, Issue 5May 2019Pages 1949-2443 Article Information Supplemental Materials Metrics Information Received:September 15, 2016Accepted:December 12, 2017Published Online:September 20, 2018 Copyright © 2018, INFORMSCite asElodie Adida, Özalp Özer (2018) Why Markdown as a Pricing Modality?. Management Science 65(5):2161-2178. https://doi.org/10.1287/mnsc.2018.3046 Keywordspricingmarkdowneveryday low pricecompetitionregretPDF download

“A DANGER FORESEEN IS A DANGER AVOIDED.”: HOW THE SOURCE OF AN IDEA INFLUENCES MANAGERS’ EVALUATION BEHAVIOR IN OPEN INNOVATION

The present research deals with the influence of managers’ construal level and anticipatory regret behavior on evaluations of customers’ and employees’ ideas in innovation contexts. While prior research focused on positive outcomes of open innovation, we provide theory and evidence to suggest that managers’ avoidance behavior in idea evaluation processes can result in negative side effects for the assessment of employees’ ideas. We conducted an experiment with 113 managers to reveal that top managers tend to higher creativity ratings of ideas from customers in comparison to identical ideas from employees. Lower level managers showed no difference in their creativity evaluations, but differentiated their feasibility rating in favor for customers’ ideas, whereas top managers did not. Our findings contribute to existing managerial decision making research and provide initial evidence on negative outcomes of open innovation for managers’ evaluation of employees’ ideas.

Feeling torn and fearing rue: Attitude ambivalence and anticipated regret as antecedents of biased information seeking

Theoretical work on attitudinal ambivalence suggests that anticipated regret may play a role in causing awareness of contradictions that subsequently induce a feeling of an evaluative conflict. In the present paper we empirically examined how the anticipation of regret relates to the association between the simultaneous presence of contradictory cognitions and emotions (objective ambivalence), and the evaluative conflict associated with it (subjective ambivalence), in the context of decision-making. Across three studies (Ns=204,127,244), manipulating both objective ambivalence and regret, we consistently found that when a dichotomous ambivalent choice had to be made, (objectively) ambivalent attitude holders for whom feelings of anticipated regret were made salient reported higher levels of subjective-attitude ambivalence than participants in the other conditions. Moreover, in Studies 2 and 3 we found that the effect of anticipated regret on subjective ambivalence had consequences on information processing. Specifically, anticipating regret made ambivalent participants search for attitude-congruent information. This effect was mediated by the increase in subjective ambivalence. This work provides the first empirical evidence for the role of regret in the association between objective-and- subjective attitude ambivalence, and its consequences.

Beyond accuracy: hidden motives in diagnostic testing.

Diagnostic decision-making is usually disease-focussed and intended to examine the patient's medical condition accurately. But diagnostic interventions may serve further purposes that are not yet fully understood. To explore GPs' diagnostic behaviour not related to confirming or refuting a specific disease. We recorded 295 primary care consultations in 12 practices. One hundred thirty-four consultations comprised at least one diagnostic episode. GPs were asked to reflect on their own diagnostic thinking in interviews for every single case. Qualitative and quantitative analyses were applied with focus on the GPs' cognitive processes during diagnostic decision-making. Primary care physicians clearly stated that they requested some tests for other reasons than diagnosing disease. A feeling of uncertainty stimulated diagnostic procedures aiming to regulate the anticipation of regret. We identified patients' reassurance, patients' requests and strategic issues as further motives for diagnostic actions. Besides focussing on disease in the diagnostic process, emotional and strategic goals are hidden motives that play a critical role in clinical decision-making. They might even represent an initial factor in a cascade of interventions leading to overdiagnosis. How GPs might control these influences provides an important aspect for further research, practice and teaching.

Hype As a Public Good for Innovation

Early stage innovation can benefit from cooperative pooling of distributed information and other innovation resources in order to discover entrepreneurial opportunities (what Allen and Potts (2016) call the ‘innovation commons’). The innovation commons is a private ordering, but social welfare losses arise when innovation commons fail to form, or are small and only weakly cooperative. This results in arrested Schumpeterian development. We suggest a mechanism by which a government can facilitate private cooperation in innovation commons by exploiting the behavioural heuristic of loss aversion through the public provision of targeted technology hype. What we call hypeless technologies can experience innovation failure because of an undersupply of early stage cooperation (i.e. pooling information and resources), retarding entrepreneurial discovery and cruelling the innovation trajectory. Weak cooperation occurs because of missing anticipation of regret (Kahneman and Tversky 1979) about the consequences of not being in the innovation commons. The purpose of hype is not to sell the technology, but to induce awareness that may manifest as loss aversion, which is privately resolved by supplying cooperation.