Review Fairness

What it measures

The scale captures how fair an online review is perceived to be, extensively validated across many studies and used successfully as a reliable manipulation check throughout.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• The review is fair.
• The review is deserved.
• The review is justified.
• The review is reasonable.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Source not stated by Allard, Dunn, and White (2020), who appear to have created the scale themselves; used extensively across at least six studies. Reliability was exceptionally high throughout (α = .96–.98). It was used successfully as a manipulation check in several studies, offering strong indirect support for validity.

Citation

Allard, T., Allard, P.C., Thomas, , Dunn, L.H., & White, K. (2020). Negative Reviews, Positive Impact: Consumer Empathetic Responding to Unfair Word of Mouth. Journal of Marketing, 84(4), 86-108.

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