Retaliatory Behavior (Avoidance)

What it measures

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

Response format

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

Scale items

• Keep as much distance as possible between the firm and me.
• Avoid frequenting the firm.
• Cut off the relationship with the firm.
• Withdraw my business from the firm.

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.

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