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.

Response format

7-point Likert

Scale items

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

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

Usage notes & scoring

FILL-IN-THE-BLANK FORMAT: Item 1 blank should be replaced with the company name. Two reliability estimates: α = .89 (Study 2) and α = .80 (Study 3, web appendix) — Hyodo & Bolton (2021). VALIDITY: Not discussed. Scale source not stated — appears original to the authors.

Recommended companion scales

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.

Keywords