Post-Purchase Consumer Regret: Conceptualization and Development of the Ppcr Scale

Seung Hwan Lee, University of Western Ontario, Canada
June Cotte, University of Western Ontario, Canada
We conceptualize and operationalize a new definition of post-purchase consumer regret. Consumers can regret both the outcome and the process of their purchase. While previous researchers have identified the existence of these two components, there has been a lack of exploration of how outcome regret and process regret are experienced in a consumer context. In terms of outcome regret, we posit two dimensions: regret due to foregone alternatives and regret due to a change in significance; we believe these influence consumers. In terms of process regret, we expect regret due to both under- and over-consideration during decision-making. We propose and conceptualize these multiple dimensions of post-purchase consumer regret, and report three studies that, taken together, validate a scale for measuring this construct (PPCR). We conclude by identifying possible new research opportunities in this area, outlining why more consumer behavior research can, and should, be devoted to the topic of consumer regret.
[ to cite ]:
Seung Hwan Lee and June Cotte (2009) ,"Post-Purchase Consumer Regret: Conceptualization and Development of the Ppcr Scale", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 456-462.