Retaliatory Behavior (Complaining for Publicity)

What it measures

A four-item scale measuring retaliatory behavior.

Response format

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

Scale items

• to have it make public the behaviors of __________.
• to have it report my experience to others.
• so that it could spread the word about my misadventure.
• so that my experience with this company would be known.

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

Usage notes & scoring

Internal consistency (alpha = .86) was reported in the primary study. Convergent and discriminant validity evidence was provided by the original authors.

Citation

Grégoire, Yany and Robert J. Fisher (2008), “Customer Betrayal and Retaliation: When Your Best Customers Become Your Worst Enemies,” Journal of the Academy of Marketing Science, 36 (2), 247-261.

Keywords