La tendance à regretter du consommateur

Eva Delacroix () and Philippe Jourdan ()
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Eva Delacroix: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: This article presents the development and the validation of a 6 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 to experience regret following a decision to buy or not to buy. A qualitative inquiry (n=35) based on critical incidents followed by 8 data collections lead us to conclude to the fair reliability and validity of the two dimensions measurement scale, useful both for practioners of direct marketing and advertisers.

Keywords: sensibility to regret; personality trait; 3M model; post-purchase evaluation; decision process; counterfactual thinking; measurement scale; consumer behavior.; regret; sensibilité au regret; trait de personnalité; modèle 3M; évaluation post-achat; prise de décision; raisonnements contrefactuels; échelle de mesure; comportement du consommateur.; comportement du consommateur (search for similar items in EconPapers)
Date: 2007
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Published in Recherche et Applications en Marketing (French Edition), 2007, 22 (1), pp.1-20

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00155112

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