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Marshfield Clinic Research Foundation

ethics

Four, seven-point semantic-differentials compose the scale and measure how much a person believes that something (person, organization, action) is kind and ethical or, at the other extreme, cruel and immoral.

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.

The scale has four, seven-point Likert-type items that measure the degree to which a person believes that a company uses his/her customer information in an ethical manner.

Using four, seven-point semantic differentials, the scale measures the honesty and ethicality of something.  The scale is general in the sense that it appears that it can be applied to a particular person or a group of people.  While it might be used to evaluate the trustworthiness of non-human entities (ads, organizations), it seems most suited for people.

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.

The scale uses four statements to measure a customer’s belief that a particular service provider does not exploit or deceive him/her in their business relationship.

With eight, seven-point semantic differentials, the scale measures various socially-related characteristics of a person, with an emphasis on how pro- or anti-social the individual is viewed as being.

Four, nine-point items measure how positive a person feels about a brand and how well it represents the ideal values one has for his/her country.

How innocent and wholesome a person is judged to be is measured with four uni-polar items and a seven-point Likert-type response format.