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Interpersonal Orientation Scale

CAD-CohenMeasures an individual's interpersonal orientation across three dimensions derived from Horney's tripartite model: compliant (moving toward others — desiring to be part of others' activities), aggressive (moving against others — seeking success, prestige, and admiration), and detached (moving away from others — maintaining emotional distance). Originally developed to examine effects of interpersonal orientation on consumer decision making.

35 items 1967 α 0.51–0.72 Free Cohen, J.B.

What it measures

The CAD Scale is the foundational measure of interpersonal orientation in consumer behaviour research, assessing how individuals' characteristic ways of relating to others shape their marketplace behaviour and preferences. Compliant individuals tend toward brand conformity and social sensitivity in purchasing. Aggressive consumers show differentiated brand preferences and higher prestige-seeking. Detached consumers show distinctive patterns of self-reliance and avoidance of socially conspicuous choices. Widely used in early consumer behaviour research; continues to be used as a baseline personality measure in social influence and susceptibility-to-influence studies.

Representative items

Being free of emotional ties with others is: (Detached)
Giving comfort to those in need of friends is: (Compliant)
A strong desire to surpass others' achievements seems: (Aggressive)
Planning to get along without others is: (Detached)
To have the ability to blame others for their mistakes is: (Aggressive)

Citation

Cohen, J.B. (1967). An interpersonal orientation to the study of consumer behavior. Journal of Marketing Research, 4, 270–278.

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