Social Dominance Orientation Scale

What it measures

Measures the general desire for hierarchical and unequal relationships between social groups — the belief that some groups are naturally superior to others and should dominate subordinate groups. The SDO7 revision distinguishes SDO-Dominance (active preference for group-based dominance and aggression) from SDO-Egalitarianism (opposition to equality). High SDO predicts prejudice toward outgroups, support for intergroup discrimination, and opposition to policies that reduce group inequality (affirmative action, welfare programmes). In consumer and marketing research, SDO moderates responses to diversity in advertising, inclusive marketing campaigns, LGBTQ+ brand positioning, and cause-related marketing. A critical variable for research on attitudes toward inclusive advertising.

Response format

Likert (1–7, strongly oppose to strongly favour or strongly disagree to strongly agree)

Representative items

• Some groups of people are just inferior to other groups. (Dominance)
• Group equality should not be our primary goal. (Anti-Egalitarianism)
• We should not push for group equality. (Anti-Egalitarianism)
• It would be good if groups could be equal. (R, Egalitarianism)
• All groups should be given an equal chance in life. (R, Egalitarianism)

Usage notes & scoring

(R)=reverse-scored. Two subscale scores. SDO-Dominance is the stronger predictor of dehumanisation and active discrimination. SDO-Egalitarianism is the stronger predictor of opposition to redistribution and affirmative action. Widely used in political psychology, prejudice research, and increasingly in marketing studies on responses to diversity and inclusion communications.

Recommended companion scales

Citation

Ho, A.K., Sidanius, J., Kteily, N., Sheehy-Skeffington, J., Pratto, F., Henkel, K.E., Foels, R., & Stewart, A.L. (2015). The nature of social dominance orientation: Theorizing and measuring preferences for intergroup inequality using the new SDO7 scale. Journal of Personality and Social Psychology, 109(6), 1003–1028.

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