This scale measures how much a person believes the motivation behind an advertisement is community- and customer-oriented rather than self-interested and profit-driven. Bauer and Johnson (2023) used it in a study of cryptomnesia (inadvertent plagiarism) in advertising, where cultural distance between an ad’s creators was manipulated and consumer attitudes, cognitions, and behavioral intentions were the outcomes of interest.
Bauer, Brittney C. and Clark D. Johnson (2023), "‘I Thought My Idea to Use Your Idea Was a Great Idea’: Inadvertent Plagiarism in Marketing," Journal of Advertising, 52 (2), 300-309.
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