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Consumer Tendency to Regret: Validation of a Measurement Scale
[La tendance à regretter du consommateur : validation d'une échelle de mesure]

Author

Listed:
  • Eva Delacroix

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Philippe Jourdan

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

Abstract

This article documents the development and validation of a six-item Consumer Tendency to Regret (CTR) measurement scale. CTR is conceptualized as a situational personality trait in Mowen's 3M hierarchical personality model, and is defined as the propensity of consumers to experience regret following a decision to purchase or not to purchase a product or service. We carried out a qualitative study (n = 35) based on the critical incident method and eight data sets (n = 3.257), and produced a valid and reliable two-dimensional measurement scale, useful both for practitioners of direct marketing and advertisers

Suggested Citation

  • Eva Delacroix & Philippe Jourdan, 2007. "Consumer Tendency to Regret: Validation of a Measurement Scale [La tendance à regretter du consommateur : validation d'une échelle de mesure]," Post-Print hal-01763464, HAL.
    • Handle: RePEc:hal:journl:hal-01763464
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