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.

Representative items

• I admire organizations such as [org].
• I respect organizations such as [org].

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.