Four items assess the degree to which a customer believes they have earned, deserve, and are entitled to preferential or special treatment from a focal entity. The scale taps a sense of deserved reciprocity -- the belief that investment of effort or loyalty in a relationship confers a right to differentiated treatment in return. It was developed in the context of research demonstrating that loyal customers' feelings of entitlement shape their subjective probability assessments of randomly determined promotional outcomes.
Full scale items shown. Always cite the original source when using this scale in research.
The source of the items is not cited; authorship is attributed to the study's authors. Items contain a blank that should be filled with the name of the focal entity -- Reczek, Haws, and Summers (2014) used 'this store' in Studies 2 and 4. In Study 3, only items 2, 3, and 4 were used with 'Amazon Mechanical Turk' as the entity, forming a three-item version. The blank-stem design allows flexible deployment across organisational and person targets. The construct captures a contextually triggered entitlement belief (deserved reciprocity from a specific firm or person) rather than a general dispositional entitlement trait, and should not be conflated with narcissistic or global entitlement measures.
Reczek, R. W., Haws, K. L., & Summers, C. A. (2014). Lucky loyalty: The effect of consumer effort on predictions of randomly determined marketing outcomes. Journal of Consumer Research, 41(4), 1065-1078.
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