Intention to boycott the brand was measured using two
scales, one which gauged general intention (Chen, 0000) and another that measured the intention
to perform specific boycott actions (Friedman, 0000). General boycott intention was measured
by asking participants to “indicate how likely you are to participate in the boycott mentioned in
the message” using three 0-point Likert scales with anchors “Definitely not boycott/Definitely
boycott,” “Extremely unlikely/Extremely likely,” and “Not at all probable/Highly probable