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.
9-point unipolar (1=very atypical, 9=very typical)
Full scale items shown. Always cite the original source when using this scale in research.
Pretest alpha was .93. Developed in the context of evaluating companies (small vs. large); applicability to person evaluation is uncertain. The companion scale measuring high communality is ID 943; the companion measuring low competence is ID 903 — all from the same paper.
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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