Negative Word of Mouth

•I spread negative word of mouth about the firm.
•I bad-mouthed against this firm to my friends.
•When my friends were looking for a similar product or service, I told them not to buy from this 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