Captures the degree to which a person shared information about an experience or product with the primary intention of helping and protecting the recipient. Items are phrased relative to a specific sharing episode and assess whether the motivation was recipient-focused — to help, warn, or fully prepare the other person — rather than self-expressive. Originally used in a restaurant review context examining how social closeness shapes the valence of shared information. Conceptually inspired by Hennig-Thurau et al.'s (2004) typology of eWOM motivations.
Dubois, D., Bonezzi, A., & De Angelis, M. (2016). Sharing with friends versus strangers: How interpersonal closeness influences word-of-mouth valence. Journal of Marketing Research, 53(5), 712–727.
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