Moral Self-perception (State)

What it measures

A momentary, not trait-level, check on feeling virtuous — three items ask how moral someone feels right now.

Response Format

9-point Likert (1=strongly disagree, 9=strongly agree)

Representative items

• At this moment, I feel I am moral.
• At this moment, I feel I am virtuous.
• At this moment, I have high moral standards.

Citation

Huang, X., & Labroo, A.A. (2020). Cueing Morality: The Effect of High-Pitched Music on Healthy Choice. Journal of Marketing, 84(6), 130–143.

Keywords