Read full paper at: http://www.scirp.org/journal/PaperInformation.aspx?PaperID=53174#.VLcU78nQrzE Author(s) Yaozhong Liu , Xiyong Cao , Min Liu Affiliation(s) Management School, Jinan University, Guangzhou, China . ABSTRACT Our research explored the effect of personality trait and risk level to generation and intensity of regret. The results showed: 1) The main effect of the level of risk was significant. At high risk level, subjects generated higher frequency and intensity of regret than at low risk level. However, the main effect of personality trait was not significant; 2) Interaction of personality trait and risk level was significant. At high risk level, pessimistic subject generated higher intensity regret than at low risk level while the intensity of regret of optimistic subject did not show a significant difference at different risk levels KEYWORDS Regret , Personality Trait , Risk Level , Risk Decisi...
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