Purchase Motivation (Promoting Company Equality)

What it measures

Three items test whether a purchase is partly motivated by wanting to support fairness and equal opportunity among businesses.

Response Format

7-point Likert

Representative items

• With purchasing this product, I would signal that I value equality in the market.
• By purchasing this product, I would support the idea that every firm should have equal opportunities to rise up and prosper.
• Purchasing this product would help reduce inequality in the marketplace.

Citation

Acar, O.A., Dahl, D.W., Fuchs, C., & Schreier, M. (2021). The Signal Value of Crowdfunded Products. Journal of Marketing Research, 58(4), 644–661.

Keywords