Investors' previous experiences with a stock affect their willingness to repurchase it. Using Chinese investor-level brokerage data, we find that investors are less likely to repurchase stocks that have increased in value since they were sold. We then construct a novel measure of Regret to capture investors' repurchase regret and investigate its asset pricing implications. Stocks with higher Regret experience lower buying pressure from retail investors in the future, leading to lower future returns. In terms of economic magnitude, portfolios with low Regret generate 12% more annualized abnormal returns. Further analyses show that the pricing effect of Regret is more pronounced among lottery-like stocks and those in which investors have previously gained profit. The results are robust to alternative estimations.