This scale measures how moral, helpful, and caring a person feels at a particular moment. He, Jiang, and Gorn (2022) used it in a study reported in Web Appendix F with 163 U.S. adults recruited via MTurk, as part of research on how keeping secrets drives consumer conformity. The ten descriptors were drawn from Walker and Hennig's (2004) work identifying traits shared by just, brave, and caring moral exemplars.
9-point scale (1=not at all, 9=very much)
Full scale items shown. Always cite the original source when using this scale in research.
Alpha was .95 (He, Jiang, and Gorn 2022, Web Appendix F, p. 24); no validity information was provided. Directions: 'Please indicate how much you feel each of the following state descriptors.' with the stem 'I feel that I'm ___.' Caution: Walker and Hennig (2004) reported descriptors rather than a multi-item scale, the rationale for selecting these ten was not explained, and the items may tap related but distinct constructs. No evidence of unidimensionality was offered, so users should confirm the measure's psychometric quality before using it in theory testing. A different three-item measure of the same construct by Huang and Labroo (2020) is catalogued as Moral Self-perception (State), ID 90041.
He, Dongjin, Yuwei Jiang, and Gerald J. Gorn (2022), "Hiding in the Crowd: Secrecy Compels Consumer Conformity," Journal of Consumer Research, 48 (6), 1032-1049.
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