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Retaliatory Behavior (Avoidance)

RBA person's motivation to disengage from interacting with a business
4 items 2009 α .87 Free GrĂ©goire, Y. T., & Legoux, R.

What it measures

A four-item likert scale designed to measure a person's motivation to disengage from interacting with a business.

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.

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