Conspicuous donation behaviour: scale development and validation

Abstract This paper builds on the concept of conspicuous donation behaviour (CDB) through further conceptualisation and operationalisation of this construct. The paper reports on developing the CDB scale via a three‐stage process, which includes five data collections using a total of 1311 respondents. The data analysis indicates that the resulting eight‐item (two factor) CDB scale has face, content, convergent, discriminant and predictive validity and the CDB scale is reliable across samples. The CDB scale has the potential for significant usage in the development and testing of theory, as well as in practical applications. Copyright © 2009 John Wiley & Sons, Ltd.