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As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

altruism

Composed of three, seven-point Likert-type items, the scale measures the degree to which a person’s reason for providing a product review to others was a sincere concern to help them make better decisions.  The items are general enough for use with regard to posting product reviews online or privately sharing opinions with friends. 

The degree to which a person believes that a particular organization cares about its customers and is helpful is measured with this five-point scale.  A two and a four item version are discussed.  While the scale was made for use in the hospitality industry, it could be easily used with many other businesses as well.  With a minor change in one of the items, the scale could be used with non-businesses as well.

The level of care, concern, and helpfulness exhibited by a company to its customers is measured with five, seven-point Likert-type items.

Twelve, seven-point, uni-polar items are used to describe how much a person’s moral character is characterized by traits such as altruism, sincerity, and purity.

How much a person views another person as generous and caring is measured in this scale with four unipolar items.  Application of this scale to measuring the altruism of entities other than individual persons seems possible.

Three semantic differentials are used to measure how cooperative and kind a person is.  As used by Fisher and Ma (2014), the judgement is made regarding someone else rather than oneself.

Four, seven-point Likert-type statements are used to assess the extent to which a person thinks that the support provided by a particular business organization to a charity is done to benefit itself rather than being motivated by altruism. The scale was called anti-altruism by Dean (2002).

The four item, seven-point Likert-type scale measures the degree to which a consumer believes that the support provided by a particular business organization to a charity is generous and unselfish.

The scale has three, five-point Likert-type statements intended to assess a person's belief that a company cares about its customers, particularly in some specific aspect of their lives, e.g., health.