Appeal Type (Charity)

Name: Appeal Type (Charity)
Published: 2009
License: https://psychometricscales.com/methodology.html

ATAppeal Type (Charity)

4 items 2009 α .85 Free White, K., & Peloza, J.

What it measures

A four-item Likert-type scale designed to measure the belief that an appeal one has been exposed to is either focused on benefits for others or benefits for self.

Response format

7-point scale

Scale items

To what degree is this an altruistic appeal, i.e., focused on helping others? (r)
To what degree is this appeal associated with looking out for the interests of others? (r)
To what degree is this an egoistic appeal, i.e., focused on helping oneself?
To what degree is this appeal associated with looking out for one’s own interests?

Full scale items shown. Always cite the original source when using this scale in research.

Citation

White, Katherine and John Peloza (2009), "Self-Benefit Versus Other-Benefit Marketing Appeals: Their Effectiveness in Generating Charitable Support," Journal of Marketing, 73 (4), 109-24.

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Keywords

#consumerbehaviour

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