Brand Forgiveness

What it measures

Four items measure the extent to which a consumer is willing to give a brand another chance and purchase it again after having experienced a defective product. Huang, Huang, and Wyer (2018) used the scale in Study 8 with 202 U.S. MTurk participants, borrowing it from Fedorikhin, Park, and Thomson (2008), who reported an alpha of .78 in their study.

Response format

9-point Likert (1=strongly disagree, 9=strongly agree)

Scale items

• I would probably give the brand another chance.
• I would probably buy the brand again despite this experience.
• I would be less likely to try the brand again. (r)
• I would forgive the brand and buy it again.

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

Usage notes & scoring

Item 3 is reverse-scored. Context in the original study involved participants imagining they had purchased a new product from a familiar brand and found it defective. The 9-point format matches the brand attachment scale used in the same paper (ID 909).

Recommended companion scales

Citation

Huang, X., Huang, Z., & Wyer, R. S. (2018). The influence of social crowding on brand attachment. Journal of Consumer Research, 44(5), 1068–1084.

Keywords