Attitude Toward Punishing the Company

What it measures

A four-item scale measuring a consumer's desire to see a company punished and their motivation to seek retribution following a perceived transgression. Items capture punitive intent, the belief the company deserves payback, active motivation to retaliate, and anger toward the company.

Representative items

• The company _____ should be punished.
• This company deserves payback.
• I would like to 'get back' at this company.

Citation

Hyodo, Jamie D. and Lisa E. Bolton (2021). How does religion affect consumer response to failure and recovery by firms? Journal of Consumer Research, 47(5), 807–828.