Guilt for Not Donating (Anticipatory)

What it measures

This scale measures how sorry and regretful a person believes they would feel if they did not make a donation after seeing a particular charitable advertisement. Arango, Singaraju, and Niininen (2023) used the scale, unadapted, in Study 1 with a sample of 458 participants.

Response format

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

Scale items

• I would feel guilty if I did not make a donation after seeing this ad.
• I would feel sorry if I did not make a donation after seeing this ad.
• I would feel regretful if I did not make a donation after seeing this ad.

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

Usage notes & scoring

Not adapted — used verbatim from the original source. Alpha was .96 (Arango, Singaraju, and Niininen 2023, p. 494). EFA and CFA supported the scale's unidimensionality as well as its convergent and discriminant validities (Arango, Singaraju, and Niininen 2023, p. 493; 2022, Supplemental Statistical Analyses, p. 3).

Citation

Arango, Luis, Stephen Pragasam Singaraju, and Outi Niininen (2023), "Consumer Responses to AI-Generated Charitable Giving Ads," Journal of Advertising, 52 (4), 486-503.

Keywords