Four items assess the extent to which an observer perceives the person shown in an advertisement to behave in accordance with social norms and to subscribe to the importance of following societal rules. Youn, Park, and Eom (2019) created the scale by adapting phrases from Feldman's (2003) social conformity–autonomy beliefs scale. It was used as a manipulation check in Studies 2B and 2C with Japanese participants.
Youn, N., Park, J., & Eom, H. J. (2019). Reactions to nonconformity imagery in advertising among Chinese and Japanese consumers: The effect of personal and national cultural tightness. Journal of Advertising, 48(5), 532–554.
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