Attitude Toward Cause-Related Marketing Scale

What it measures

Measures consumer attitudes toward cause-related marketing (CRM) — commercial activities in which a company donates a portion of revenue to a charitable cause. Captures overall attitude toward CRM as a practice, perceived fit between the brand and the cause, and perceived sincerity of the company's motives. Widely used in CSR, cause marketing, and corporate philanthropy research.

Response format

Semantic differential (7-point bipolar pairs) and Likert items

Scale items

• I think cause-related marketing is a good idea.
• I have a positive attitude toward companies that donate to causes.
• I approve of companies tying product purchases to charitable donations.
• It is a good thing when companies support social causes through their marketing.
• I feel positively toward companies that link purchases to charitable giving.
• Cause-related marketing is a win-win for companies and charities.
• I think it is appropriate for companies to use marketing to support social causes.
• I support companies that engage in cause-related marketing.

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

Usage notes & scoring

(R)=reverse-scored. Three subscale scores. Perceived fit and sincerity are the strongest predictors of CRM effectiveness. Low perceived sincerity (attributing profit motives) undermines CRM impact. Consumers with stronger CSR values are more responsive to CRM initiatives and more sensitive to sincerity cues.

Recommended companion scales

Citation

Barone, M.J., Miyazaki, A.D., & Taylor, K.A. (2000). The influence of cause-related marketing on consumer choice: Does one good turn deserve another? Journal of the Academy of Marketing Science, 28(2), 248–262.

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