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.
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