Negative WOM Intentions (Data Context) Scale

What it measures

Measures the likelihood that a customer will spread negative communications about a company to others in response to data vulnerability concerns. Adapted from Grégoire and Fisher (2006). Represents a behavioural retaliation outcome of data vulnerability, operating through emotional violation and cognitive trust.

Response format

7-point Likert (1 = strongly disagree, 7 = strongly agree)

Scale items

• I would likely spread negative word of mouth about the company.
• I would likely bad-mouth the company to my friends, relatives, or acquaintances.
• I would likely tell others not to choose them if asked about their products/services.

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

Usage notes & scoring

Adapted from Grégoire, Y., & Fisher, R.J. (2006). The effects of relationship quality on customer retaliation. Marketing Letters, 17(1), 31–46. Shown to be fully mediated by violation and trust in Martin et al.'s Study 3.

Recommended companion scales

Citation

Martin, K.D., Borah, A., & Palmatier, R.W. (2017). Data privacy: Effects on customer and firm performance. Journal of Marketing, 81(1), 36–58.

Keywords