Retaliatory Behavior (Revenge)

What it measures

A five-item scale measuring retaliatory behavior.

Response format

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

Scale items

• Take actions to get the firm in trouble.
• Punish the firm in some way.
• Cause inconvenience to the firm.
• Get even with the firm.
• Make the firm get what it deserved.

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

Usage notes & scoring

Convergent and discriminant validity evidence was provided by the original authors. Re-validated in Grégoire, Laufer & Tripp (2010, JAMS 38(6), 738–758) with near-identical wording ("service firm" in place of "firm" in two items), reporting α=.97 in both a field study of online complainers (N=233) and a multi-stage student sample (N=103), AVE=.86–.87. Convergent validity established against Bechwati & Morrin's (2003, 2007) consumer vengeance scale (r=.82, p<.001) via a 49-student pilot. Not added as a standalone entry — treated as a companion validation of this scale.

Citation

Grégoire, Yany, Thomas M. Tripp, and Renaud Legoux (2009), "When Customer Love Turns into Lasting Hate: The Effects of Relationship Strength and Time on Customer Revenge and Avoidance," Journal of Marketing, 73 (6), 18- 32.

Keywords