Political & Social Marketing Scales

13 validated scales · all free to use

Scales for measuring how people evaluate political actors, messages and social causes. The domain covers political ideology (liberal-conservative orientation), confidence in the socio-political system (Kay and Jost's system justification measure), political cynicism, attitudes toward voting and voter choice confidence, along with evaluations of political candidates, candidate messages, political parties and campaign argument strength. Social marketing measures include issue importance, issue acceptability, charity likeability and attitudes toward aid. These scales suit research on political advertising and campaigning, ideology as a driver of consumer and voter responses, and nonprofit and public-interest communication. Broader value and ideology instruments such as the Moral Foundations Questionnaire and Social Dominance Orientation sit in Social & Cultural Psychology. This domain is growing, and further ideology measures are planned.

Other Marketing domains

All Political & Social Marketing scales (A–Z)

• Attitude Toward the Political Candidate's Message (ATTP)Kim, H. A., & Lee, A. Y. · 2009 · 5 items · α .81
• Attitude Toward Voting (ATV)Pinkleton, B. E., Um, N. H., & Austin, E. W. · 2002 · 4 items · α .93

• Charity LikeabilityArango, L., Singaraju, S. P., & Niininen, O. · 2023 · 4 items · α 0.97 (Study 2); 0.96 (Study 3)
• Confidence in the Socio-Political System (CSPS)Kay, A.C., & Jost, J.T. · 2003 · 8 items · α 0.75–0.87

• Issue Acceptability PerceptionSeiders, K., Flynn, A. G., & Nenkov, G. Y. · 2022 · 3 items · α 0.93-0.96
• Issue ImportanceSeiders, K., Flynn, A.G., & Nenkov, G.Y. · 2022 · 3 items · α 0.82 to 0.96

• Perceived Political Campaign Argument StrengthSeiders, K., Flynn, A.G., & Nenkov, G.Y. · 2022 · 4 items · α 0.90
• Perceived Self-Reliance AidWaites, S., Farmer, A., Hasford, J., & Welden, R. · 2023 · 3 items · α 0.85-0.95
• Political Candidate Image (POLCIMG)Sanders, K., & Pace, T. · 1977 · 12 items · α .82
• Political Cynicism (Pinkleton) (POLCYNP)Pinkleton, B. E., Um, N. H., & Austin, E. W. · 2002 · 5 items · α .84
• Political Ideology Scale (PI)Kaikati, A. M., Torelli, C. J., Winterich, K. P., & Rodas, M. A. · 2017 · 3 items · α .94
• Political Party EvaluationBinder, A., Stubenvoll, M., Hirsch, M., & Matthes, J. · 2022 · 5 items · α 0.95

• Voter Choice Confidence (VCC)O'Cass, A. · 2002 · 3 items · α .89