This six-item scale measures how far a consumer's view of a purchased good or service has soured because they now feel a different choice would have been better. Pizzutti, Gonçalves, and Ferreira (2022) used it in two waves: Wave 1 surveyed 359 people shortly after a planned purchase they had not yet consumed, and those who had since consumed the product were surveyed again a few days later (n = 190). The items were selected from two dimensions of Lee and Cotte's (2009) post-purchase consumer regret scale.
7-point Likert (1 = strongly disagree, 7 = strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Alphas were .94 (Wave 1) and .96 (Wave 2) (Pizzutti, Gonçalves, and Ferreira 2022, p. 1002). PLS-SEM supported convergent and discriminant validity (p. 994); AVEs were .78 and .82 in Waves 1 and 2, respectively (p. 1002). Items 1-4 come from Lee and Cotte's regret due to foregone alternatives dimension and items 5-6 from their regret due to a change in significance dimension. Because Lee and Cotte treated these as distinct dimensions, users should check whether the combined items form one factor or two. See also Decision Regret (ID 839) and the post-purchase information search scales from the same article (IDs 90419-90421).
Pizzutti, Cristiane, Renata Gonçalves, and Maria Ferreira (2022), "Information Search Behavior at the Post-Purchase Stage of the Customer Journey," Journal of the Academy of Marketing Science, 50 (5), 981-1010.
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