Measuring Prosociality: The Development of a Prosocial Behavioral Intentions Scale

Prosociality is a critical issue in behavioral research. In this investigation, we developed a measure of prosocial behavioral intentions. Qualitative responses from two surveys (n = 465) and items from existing measures were used to generate a list of prosocial behaviors in which people might intend to engage. We factor analyzed responses to these items (n = 319) and retained the most common and representative items. The new measure demonstrated adequate internal consistency (n = 247, 147; alpha = .81, .83); convergent validity with past prosocial behavior (r = .51, .43), moral identity (r = .50, .55), and materialism (r = -.30, -.20). The instrument also predicted prosocial behavior while controlling for a prior measure of prosocial intentions, Exp(B) = 1.99, Wald = 10.59, p = .001, thereby demonstrating incremental predictive validity. This 4-item scale could be used across contexts to advance the study of prosociality.