ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 3-G: Reducing Regret For Maximizers: the Role of Construal Level Louise Hassan, Bangor University, UK Edward Shiu, Bangor University, UK Miriam McGowan, Bangor University, UK Maximizers generally regret their choices more than satisficers. We are the first to suggest a strategy, easily undertaken in the marketplace, to break through the regret-maximize-regret cycle. Across three experiments we show that manipulating the construal maximizers experience to more abstract level reduces the intensity of the affective response (regret). [to cite]: Louise Hassan, Edward Shiu, and Miriam McGowan (2017) ,"3-G: Reducing Regret For Maximizers: the Role of Construal Level", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 663-664. [url]: http://www.acrwebsite.org/volumes/1024223/volumes/v45/NA-45 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.