Proceedings of 5th Annual American Business Research Conference 6 - 7 June, 2013, Sheraton LaGuardia East Hotel, NY, USA, ISBN: 978-1-922069-24-5 The Double-Edged Sword of Anticipated Regret: Comparative Study in Iran and Germany Atieh Bathaee This research explores the dual effects of anticipated regret as a negative cognition-based emotion on both utilitarian and hedonic behaviors of consumers. The concept motivates consumers to pre-evaluate their purchase decisions and disregard their experiential fun-oriented purchases at the same time. Comparative analysis of variety-seeking and quality-consciousness in service purchase context exemplifies the two-fold effect of anticipated regret. The role of involvement as a mediator and moderator has been interested. Applying structural equation method, the proposed framework was separately evaluated in divergent markets of Iran and Germany. Results suggested nonconformities in consumers’ tendencies toward utilitarian and hedonic behaviors when anticipating purchase regret. Although similarities in the mediating and moderating effects of involvement between the two samples are confirmed, differences are not ignorable. The author discusses the managerial implications and directions for future studies. Keywords: Anticipated Regret, Utilitarian Effects, Hedonic Effects, Variety-Seeking, Quality-Consciousness, and Involvement. ______________________________________________________ Atieh Bathaee, Ernst-Moritz-Arndt Universität Greifswald, Germany.