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.

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.

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.