Competitive vs. Collaborative Orientation

CCOIndividual Orientation Toward Competition Versus Cooperation and Assimilation

4 items 2017 α 0.71–0.81 Free Ju, I., He, Y., Chen, Q., He, W., Shen, B., & Sar, S.; originally Stapel, D.A. & Koomen, W. (2005); items from Martin & Larsen (1976) and Wagner (1995)

What it measures

Measures whether a person habitually emphasises self-distinctiveness and competition (competitive orientation) or favours cooperation, integration, and assimilation (collaborative orientation). Higher scores reflect a more collaborative disposition. Used as a manipulation check in studies examining how competitive vs. collaborative advertising messages affect sharing behaviour.

Representative items

I do not care if I hurt people on my way to success. (r)
It annoys me when other people perform better than I do. (r)
It is important to treat everyone nicely.
I prefer to work with others in a group rather than working alone.

Citation

Ju, I., He, Y., Chen, Q., He, W., Shen, B., & Sar, S. (2017). The mind-set to share: An exploration of antecedents of narrowcasting versus broadcasting in digital advertising. Journal of Advertising, 46(4), 473–486.

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