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Perceived Low Company Communality

PLCCOMPerception that a company is cold, unfriendly, and dishonest in its interactions with customers
3 items 2019 α .96 Free Yang, L. W., & Aggarwal, P.

What it measures

Three unipolar items measure the degree to which a company is perceived as cold, unfriendly, and dishonest — reflecting low communal orientation. Yang and Aggarwal (2019) used the scale in Study 2a and a pretest as part of a five-factor EFA that also assessed high communality, low agency, high agency, and power. The three items loaded strongly together on the same factor.

Citation

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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