Attitude Toward Complaining (Personal Norms)

What it measures

A multiple-item scale measuring attitude toward complaining.

Response format

7-point Likert scale

Scale items

• Most people don’t make enough complaints to businesses about unsatisfactory products.
• I feel a sense of accomplishment when I have managed to get a complaint [to a store] taken care of
• People are bound to end up with unsatisfactory products once in a while so they shouldn't complain [about
• It bothers me quite a bit if I don't complain about an unsatisfactory product [when I know I should].
• It sometimes feels good to get my dissatisfaction and frustration with the product off my chest by
• I often complain when I’m dissatisfied with business or products because I feel it is my duty to do so.
• I don’t like people who complain to stores because usually their complaints are unreasonable. (r)
• People have a responsibility to society to tell stores or manufacturers when products are unsatisfactory.

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

Usage notes & scoring

Formal validity assessment was not reported by the original authors.

Citation

Day, Ralph L. (1984), “Modeling Choices Among Alternative Responses to Dissatisfaction,” in Advances in Consumer Research, V.

Keywords