Donation Likelihood

What it measures

A three-item semantic differential scale measuring a consumer's stated likelihood and willingness to make a charitable donation. Items span likelihood, willingness, and inclination to donate, all rated on bipolar scales. The high internal consistency across multiple studies and contexts makes this a robust and parsimonious measure of donation intention, suitable for use across a wide range of charitable giving research contexts.

Representative items

• not likely to donate / likely to donate
• not willing to donate / willing to donate
• not inclined to donate / very inclined to donate

Citation

Dunn, Lea, Katherine White, and Darren W. Dahl (2020). A little piece of me: When mortality reminders lead to giving to others. Journal of Marketing Research, 57(3), 436–453.