Desire for Avoidance
I want (or wanted) to …
•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.
7pt – Strongly (dis)agree
Source: When customer love turns into lasting hate: The effects of relationship strength and time on customer revenge and avoidance. Yany Grégoire, Thomas M. Tripp, Renaud Legoux. Journal of Marketing, Vol 73(November), 2009, 18-32