Regret (Anticipated)

What it measures

A five-item scale measuring regret.

Response format

9-point Likert (1=strongly disagree, 9=strongly agree)

Scale items

• When I selected a product, I was worried that I'd get information after the purchase about superior
• When I chose a product, I was curious about what would have happened had I chosen differently.
• I worried others would expect me to deliberate more extensively and make a better choice.
• Even after finding a good option, I feared that I was overlooking better products.
• When I selected a product, I was curious how much I would appreciate competing offers.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Factor analytic procedures were used to support the scale's structural validity.

Citation

Heitmann, Mark, Donald R. Lehmann, and Andreas Herrmann (2007), “Choice Goal Attainment and Decision and Consumption Satisfaction,” Journal of Marketing Research, 44 (2), 234-250.

Keywords