The role of regret minimisation in lifestyle choices affecting the risk of coronary heart disease

► This paper introduces the discrete choice paradigm of Random Regret Minimisation (RRM) to the field of health economics. ► The combined use of RRM and Random Utility Maximisation (RUM) models provide useful behavioural insights on choice. ► Whilst the RUM is suitable for calculating welfare estimates, the RRM highlights how anticipated regret affects choices. ► We find that the choices of overweight or obese respondents and smokers are more likely to conform to the RUM approach. ► We also find that the choices of people in good health and with higher education are more likely to reflect the RRM approach.