Items capture the degree to which a company is perceived as morally upright, kind, helpful, and warm. Yang and Aggarwal (2019) used a three-item short version (items 3, 8, and 9 below: Kind, Understanding, Ethical) in Study 2a and a ten-item long version in Study 2b. Item inspiration came from Abele and Bruckmüller (2011). EFA in both studies confirmed the items loaded together and not with other constructs.
9-point unipolar (1=not at all, 9=very much)
Full scale items shown. Always cite the original source when using this scale in research.
Short version (3 items: Kind, Understanding, Ethical) had alphas of .91 (Study 2a) and .94 (pretest). Long version (10 items) had alpha of .88 (Study 2b). The scale stem asked how typical each characteristic is of companies in a given size category. The companion scale measuring low communality is ID 944.
Yang, L. W., & Aggarwal, P. (2019). No small matter: How company size affects consumer expectations and evaluations. Journal of Consumer Research, 45(6), 1369–1384.
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