Audience Intention Cue (Communal vs. Exchange)

What it measures

A six-item semantic differential scale measuring whether a community's members are perceived as acting with selfish, exchange-oriented motivations versus benevolent, communal, and other-serving motivations. Higher scores indicate more communal orientation.

Representative items

• a selfish intent / a benevolent intent
• caring for themselves / caring for others

Citation

Harmeling, Colleen M., Martin Mende, Maura L. Scott, and Robert W. Palmatier (2021). Marketing through the eyes of the stigmatized. Journal of Marketing Research, 58(2), 223–245.