This seven-item bipolar scale measures whether a company's or organization's environmental message campaign leads a person to think in terms of conserving and protecting nature (prevention) or improving and promoting the environment (promotion). Salnikova, Strizhakova, and Coulter (2022) used it in two Prolific pretests in research on consumer global-local identity and global brand messaging. The items draw heavily on regulatory focus theory (e.g., Higgins 1998), with prevention tied to avoiding irreversible climate change and promotion tied to growth.
7-point semantic differential (lower scores indicate a prevention focus, higher scores a promotion focus)
Full scale items shown. Always cite the original source when using this scale in research.
Alphas were .96 and .95 in the Study 1 and Study 3 pretests, respectively (Salnikova, Strizhakova, and Coulter 2022, web appendix, pp. 7, 11). Validity was not discussed directly; the scale served as a successful manipulation check in both pretests, giving some preliminary evidence of predictive validity. Stem: 'When reading about ___ promotional campaign, your thoughts were focused on...', with the blank filled by the company or organization's name. See also Self-Regulatory Focus (Prevention) (IDs 1706, 1707), Self-Regulatory Focus (Promotion) (IDs 1708, 1709), and Eagerness to Act (ID 90365), from the same article.
Salnikova, Ekaterina, Yuliya Strizhakova, and Robin A. Coulter (2022), "Engaging Consumers with Environmental Sustainability Initiatives: Consumer Global-Local Identity and Global Brand Messaging," Journal of Marketing Research, 59 (5), 983-1001.
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