Corporate Sponsorship Cynicism

What it measures

Four items assess the extent to which a person believes that a company's sponsorship of a charity event is motivated by commercial self-interest rather than genuine altruism. Referred to as anti-altruism by Dean (2002).

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• __________ would have an ulterior motive if it sponsored the __________.
• __________ would be acting in its own self-interest if it sponsored the __________.
• __________ would be acting to benefit itself if it sponsored the __________.
• __________ would have something other than altruistic intentions if it sponsored the __________.

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

Usage notes & scoring

Appears original to Dean (2002); alpha .89. Item 4 is truncated in extraction—verify full wording against the original article. Blanks in items should be replaced with company and charity names respectively.

Recommended companion scales

Citation

Dean, D. H. (2002). Associating the corporation with a charitable event through sponsorship: Measuring the effects on corporate community relations. Journal of Advertising, 31(4), 77–87.

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