Attitude Toward the Company (Ethics and Liking)

What it measures

A three-item scale measuring a consumer's attitude toward a specific company across ethical perception, general liking, and fan identification dimensions. Items contain a blank for the company name.

Response format

7-point Likert

Scale items

• How ethical do you think the _____ company is?
• Do you like the _____ company?
• Are you a fan of the _____ brand?

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

Usage notes & scoring

FILL-IN-THE-BLANK FORMAT: Blanks replaced with company or brand name. Single alpha: α = .91 — Woolley & Sharif (2021, Experiment 5; n = 758 Prolific). VALIDITY: Used as manipulation check.

Recommended companion scales

Citation

Woolley, Kaitlin and Marissa A. Sharif (2021). Incentives increase relative positivity of review content and enjoyment of review writing. Journal of Marketing Research, 58(3), 539–558.

Keywords