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benevolence

 How generous and helpful something is considered to be based upon a donation it has made is measured with five, seven-point items.  The scale is general in the sense that it has been used with respect to both individuals and organizations.

The extent to which an individual or company has put a lot of thought, work, and sacrifice into a particular donation is measured with five items. 

How much a person believes that, in general, companies should be engaged in philanthropic activities and that such behavior is beneficial to them is measured with four, seven-point semantic differentials.

Five, seven-point uni-polar items are used to measure the kindness and effort a person believes were sincerely exhibited by a company with its contribution to a charitable event.  

The degree to which a consumer experiences satisfaction in buying products from a company because of its support of “good” causes is measured using three, seven-point Likert-type items.  Due to the phrasing of one of the items, the scale may make most sense when the company being evaluated is a retailer.

With three, seven-point Likert-type items, the scale measures the degree to which a person believes a particular company spends a lot of money on “socially responsible” activities.

The degree to which a person believes that a particular company raises its prices to compensate for the expense of supporting “good” causes is measured using three, seven-point Likert-type items.  The scale does not measure whether or not the person agrees with the markup but just that it is occurring because of the company’s benevolent activity.

With four, nine-point items in a semantic differential format, the scale purports to measure a person’s emotional response from doing “good,” such as charitable giving and other prosocial behavior.

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.