The present paper aims to explain the new phenomenon of revenge buying behaviour witnessed among consumers as an aftermath of the pandemic. This paper also aims to develop and validate a new scale that can empirically measure the revenge buying behaviour. Recommendations and observations made by Churchill in 1979 are used to develop and validate the revenge buying behaviour scale. The factor analysis results indicate empirical evidence for the 13-item revenge buying behaviour scale. The results show that the scale is valid and reliable. Added purchasing power, feel store environment, feel good factor and desire satiation were noted as the four factors forming a part of the empirical scale for the revenge buying behaviour. The study also suggests that people hold special value for ‘in-store’ shopping. This research is among the first to present an empirical scale for the revenge buying behaviour, and it adds value to the domain of consumer buying behaviour post the changes brought in by the pandemic.

Revenge buying behaviour; retail therapy; added purchasing power; feel good factor; desire satiation;

feel store environment; pandemic