This scale measures how favorably a person regards a charity overall. Arango, Singaraju, and Niininen (2023) applied it across two studies examining consumer reactions to AI-generated charitable giving advertisements, adapting a four-item version from a broader brand-attitude measure.
7-point semantic differential; stem: "Your overall attitude towards the charity is . . ."
Full scale items shown. Always cite the original source when using this scale in research.
The scale was highly reliable in both studies (α = .97, Study 2; α = .96, Study 3; Arango, Singaraju, and Niininen 2023, p. 494). EFA and CFA on Study 2 data supported its unidimensionality along with convergent and discriminant validity. The measure retains four of the five items from an earlier brand-attitude scale, with the fifth item dropped, producing a shortened, charity-specific adaptation.
Arango, Luis, Stephen Pragasam Singaraju, and Outi Niininen (2023), "Consumer Responses to AI-Generated Charitable Giving Ads," Journal of Advertising, 52 (4), 486-503.
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