Word-of-Mouth (Negative)

What it measures

A three-item likert scale designed to measure the degree to which a customer has expressed dissatisfaction with a company to other people.

Response format

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

Scale items

• I spread negative word-of-mouth about __________.
• I denigrated __________ to my friends.
• When my friends were looking for a __________, I told them not to buy from __________.
• Grégoire, Tripp, and Legoux (2009) phrased this item a little differently: I bad- mouthed against __________ to my friends.

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 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