La tendance à regretter du consommateur : validation d'une échelle de mesure

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.