Measures the extent to which a consumer harbours aggressive urges toward a brand and those associated with it, including a desire to damage property, insult staff, and deliver hostile verbal attacks. Developed for use in research on consumer brand sabotage — a phenomenon in which dissatisfied or aggrieved customers take active steps to harm a brand. The scale captures both physical damage intentions and verbal/social hostility. Validated with a European sample of nearly 300 participants.
Kähr, A., Nyffenegger, B., Krohmer, H., & Hoyer, W.D. (2016). When hostile consumers wreak havoc on your brand: The phenomenon of consumer brand sabotage. Journal of Marketing, 80(3), 25–41.
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