Attitude Toward the Organization (Admiration)

What it measures

A four-item scale measuring the degree of admiration, respect, inspiration, and liking a person holds toward a category of organisations. Items tap the positive regard and high esteem that underlie organisational admiration, covering both emotional (like, inspired) and evaluative (admire, respect) dimensions. The scale uses a fill-in-the-blank format allowing application to diverse organisational types — nonprofits, for-profits, charities, government agencies — making it a flexible instrument for comparative organisational evaluation research.

Response format

Likert (format not specified in original; likely 7-point)

Scale items

• I admire organizations such as [org type].
• I feel inspired by organizations such as [org type].
• I respect organizations such as [org type].
• I like organizations such as [org type].

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

Usage notes & scoring

Single reliability estimate: α = .94 (n = 125 college students) — Aaker, Vohs & Mogilner (2010). VALIDITY: Not reported. FILL-IN-THE-BLANK FORMAT: The blank in each item should be replaced with the type of organisation being evaluated (e.g., 'nonprofits', 'technology companies'). NOTE: The response scale format was not described in the original article; researchers should specify and report the scale used. Developed in the context of comparing consumer perceptions of nonprofit versus for-profit firms; applicable to a wide range of organisational comparison contexts.

Recommended companion scales

Citation

Aaker, Jennifer, Kathleen D. Vohs, and Cassie Mogilner (2010). Nonprofits are seen as warm and for-profits as competent: Firm stereotypes matter. Journal of Consumer Research, 37(2), 224–237.

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