Five items assess the degree to which a company's helping behaviour is attributed to genuine altruistic intent rather than self-serving motives. Gershon and Cryder (2018) referred to the construct as communality or communal intent and used the scale across multiple studies. Items are a mix of genuinely prosocial descriptors and two reverse-scored self-interest items.
Gershon, R., & Cryder, C. (2018). Goods donations increase charitable credit for low-warmth donors. Journal of Consumer Research, 45(2), 451–469.
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