The article "Regret type matters" explores how different types of regret after making a purchase affect customer complaints and risk aversion. By studying 548 samples, the researchers found that regret over forgone alternatives and excessive consideration leads to more complaints, while regret over significant changes does not. They also discovered that risk aversion can either amplify or reduce the impact of practical motivations on regret. The study suggests that marketers should use targeted strategies to reduce regret among consumers and provide them with more information to prevent regret over missed opportunities. Additionally, effective risk-aversion strategies can help minimize consumer regret.