Perceived Brand Manipulative Intent

What it measures

This scale captures how untrustworthy a consumer believes a brand to be because of its perceived attempts to persuade through inappropriate means. Bock and Thomas (2023) used it to examine when expressions of brand gratitude backfire and are read as manipulative rather than genuine.

Response Format

7-point semantic differential; stem: "To what extent do you think ___ is . . ."

Representative items

• Not trustworthy / Trustworthy
• Manipulative / Not manipulative

Citation

Bock, Dora E. and Veronica L. Thomas (2023), "Too Exciting to Care? When Expressing Gratitude Is a Detriment to the Brand," Journal of Advertising, 52 (2), 211-228.

Keywords