This scale measures how enthusiastic and ready a person feels to support a particular activity. Salnikova, Strizhakova, and Coulter (2022) used it in two MTurk studies on how global versus local brand messaging engages consumers around environmental sustainability initiatives, drawing some concepts and wording from prior consumer-engagement and attitude measures.
7-point uni-polar scale (1=not at all, 7=very much)
Full scale items shown. Always cite the original source when using this scale in research.
Alphas were .96 and .89 in Studies 3b and 3c, respectively (Salnikova, Strizhakova, and Coulter 2022, p. 993). The measure was used as a manipulation check in Study 3c, and the manipulation was successful, providing preliminary support for predictive validity. A slightly different version was also used in a Study 3 pre-test (web appendix, p. 15). The blank in the stem should be filled with a name or brief description of the focal activity.
Salnikova, Ekaterina, Yuliya Strizhakova, and Robin A. Coulter (2022), "Engaging Consumers with Environmental Sustainability Initiatives: Consumer Global–Local Identity and Global Brand Messaging," Journal of Marketing Research, 59 (5), 983–1001.
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