Connection with the Individual

What it measures

This scale measures how much a person feels they can relate to, resonate with, and bond with another individual. Yin and Li (2023) used it in a charitable-appeals experiment examining donations toward in-group versus out-group recipients.

Response format

7-point Likert scale (specific anchors not stated)

Scale items

• I think I can relate to this person.
• I feel a connection with this person.
• The story of this person resonates with me.
• I would like to bond with this person.

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

Usage notes & scoring

Reliability was strong (α = .90; Yin and Li 2023, p. 747). The authors created the scale by drawing key words and phrases from separate measures of social connectedness and collective participation rather than reusing an existing scale's items directly.

Citation

Yin, Bingqing (Miranda) and Yexin Jessica Li (2023), "Benefactor- versus Recipient-Focused Charitable Appeals: How to Leverage In-Group Bias to Promote Donations for Out-Group Recipients," Journal of Advertising, 52 (5), 739-755.

Keywords

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