The scale captures the positive, self-affirming feeling that follows making an altruistic choice, drawing on established warm-glow theory from prosocial behavior research.
Likely 7-point Likert (exact anchors not stated in source)
Full scale items shown. Always cite the original source when using this scale in research.
Chang and Chu (2020) built this scale drawing ideas particularly from Taute and Mcquitty (2004) and Giebelhausen et al. (2017); used with adult café customers in Taiwan. Reliability was excellent (α = .95). Validity wasn't discussed. Note: the article describes this as a four-item scale, but five items are actually listed. This is a companion to a related but distinct warm-glow measure on this site (Warm Glow from Doing Something Good), used in a different study within the same paper — this version places more emphasis on personal, positive self-feelings.
Chang, Chun-Tuan and Xing-Yu (Marcos) Chu (2020), "The Give and Take of Cause-related Marketing: Purchasing Cause-related Products Licenses Consumer Indulgence," Journal of the Academy of Marketing Science, 48 (2), 203-221.
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