Reluctance to Criticize Companies

What it measures

Some people simply won't tell a company it's doing something wrong; four items measure that discomfort.

Response Format

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

Representative items

• I feel uncomfortable expressing dissatisfaction to companies.
• I don’t like to tell companies what they are doing wrong.
• I like to avoid the discomfort of confronting brands that have left me dissatisfied.
• I like to avoid the conflict of telling companies what I don’t like.

Citation

Hydock, C., Chen, Z., & Carlson, K. (2020). Why Unhappy Customers Are Unlikely to Share Their Opinions with Brands. Journal of Marketing, 84(6), 95–112.

Keywords