A six-item semantic differential scale measuring the degree to which a consumer attributes a sponsoring organisation's cause-related marketing activity to genuine societal concern and altruistic motives, as opposed to self-serving interests. Items span pure versus impure, unselfish versus selfish, caring versus uncaring, society-serving versus self-serving, involved versus uninvolved, and proactive versus reactive dimensions. A blank in the scale stem requires insertion of the sponsoring organisation's name, enabling application across different CRM contexts.
7-point semantic differential (fill-in-the-blank)
Full scale items shown. Always cite the original source when using this scale in research.
FILL-IN-THE-BLANK FORMAT: The organisation name should be inserted into the scale stem (e.g., 'What are [organisation]'s motivations for supporting this cause?'). Three reliability estimates across studies: α = .959 (Study 1), α = .929 (Study 2), α = .895 (Study 3) — Folse, Niedrich & Grau (2010). VALIDITY: CFA in each study confirmed adequate measurement model fit. Adapted conceptually from Szykman, Bloom & Blazing (2004); item wording appears original to Folse et al. Companion to the Corporate Social Responsibility scale (ATCSR, ID 1928) from the same paper.
Folse, Judith Anne Garretson, Ronald W. Niedrich, and Stacy Landreth Grau (2010). Cause-retailing marketing: The effects of purchase quantity and firm donation amount on consumer inferences and participation intentions. Journal of Retailing, 86(4), 295–309.
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