TABLE 1

Measurement of Theoretical Constructs

Constructs	Measurement items	Sources
Inferred motive	Thinking of the message in the video, do you think [company name] Has bad intentions—has good intentions? Wants to take advantage of customers—does not want to take advantage of customers?	Joireman et al. (2013)
Consumer–company identification	I am interested in what others think of [company name]. When someone praises [company name], it feels like a personal compliment. When someone criticizes [company name], it feels like a personal insult.	Lii and Lee (2012)
Corporate image	Thinking of the video you just watched, please indicate whether you think that [company name] is good—bad useful—useless positive—negative necessary to society—unnecessary to society	Vanhamme et al. (2012)
Purchase intentions	I would consider purchasing from [company name] in the near future. I would try products from [company name]. The probability of purchasing from [company name] is high.	Lii and Lee (2012)

Note: Items for consumer–company identification and purchase intentions were assessed on a 7-point Likert-type scale, anchored at 1 = “strongly disagree” and 7 = “strongly agree.” All other items were assessed on a 7-point bipolar scale.