Pour Oil on Troubled Water: the Effects of Mere-Measurement and Time on Customer Desire For Revenge

Mina Rohani, HEC Montreal, Canada
Yany Grégoire, HEC Montreal, Canada
Renaud Legoux, HEC Montreal, Canada
Jean-Charles Chebat, HEC Montreal, Canada
The findings of our longitudinal study show that the type of measurement with which data is collected moderates the time-revenge relationship. Time reduces revenge if it is combined with answering multiple surveys. Otherwise, time has amplification effects without the presence of such measurement bias.
[ to cite ]:
Mina Rohani, Yany Grégoire, Renaud Legoux, and Jean-Charles Chebat (2013) ,"Pour Oil on Troubled Water: the Effects of Mere-Measurement and Time on Customer Desire For Revenge", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.