Self-efficacy (Help End the Behavior)

What it measures

The scale captures confidence in one's ability to help end an undesirable behavior, adapted from a measure of perceived consumer effectiveness.

Response format

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

Scale items

• My personal actions are significant in affecting efforts to end __________.
• My personal actions can influence efforts to end __________.
• Efforts to end __________ are affected by my individual choices.
• Through my personal choices I can contribute to the solution to __________.
• My personal choices would be able to influence efforts to end __________.

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

Usage notes & scoring

Coleman, Royne, and Pounders (2020) adapted five of eight items from an established “perceived consumer effectiveness” measure by Antonetti and colleagues; used with MTurk participants exposed to guilt- or pride-framed ads. Reliability was excellent in both conditions (composite reliability = .957–.971), with strong AVEs (.817–.871) offering supporting validity evidence.

Citation

Coleman, J.T., Royne, M.B., & Pounders, K.R. (2020). Pride, Guilt, and Self-Regulation in Cause-Related Marketing Advertisements. Journal of Advertising, 49(1), 34-60.

Keywords