Brand Transgression (Fallibility)

What it measures

Three items assess the degree to which a person perceives a brand or company as having made mistakes and let them down. Used as a manipulation check for brand transgression.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• __________ makes mistakes.
• There are times when __________ lets me down.
• __________ can let me down.

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

Usage notes & scoring

Constructed by Aaker, Fournier, and Brasel (2004) as a manipulation check. Alpha .84. Referred to as a 'transgression index' in the original article. Blanks should be replaced with the brand name.

Recommended companion scales

Citation

Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1–16.

Keywords