  In this paper, we adapt and validate two constructs-perceived extrinsic
warm-glow (PEWG) and perceived intrinsic warm-glow (PIWG)-to measure the two
dimensions of consumer perceived warm-glow (i.e., extrinsic and intrinsic) for
use with the practice of technology adoption modeling. Taking an experimental
approach, participants were exposed to one of four vignettes designed to
simulate either the absence or the presence of warm-glow (specifically,
extrinsic warm-glow, intrinsic warm-glow, and concurrently extrinsic and
intrinsic warm-glow). The results revealed that both constructs measured their
respective forms of warm-glow with two caveats. Firstly, singularly trying to
evoke extrinsic warm-glow led to only a slight increase in consumer perception
of extrinsic warm-glow. We attributed this finding to individuals not being
attracted to technology products that overtly target and seek to satisfy their
vanity, instead preferring technology that does so in a more subtle way. The
second is that singularly trying to evoke intrinsic warm-glow also resulted in
the manifestation of extrinsic warm-glow. Thus, warm-glow appears as a blend of
extrinsic and intrinsic dimensions. This finding serves to reinforce what has
already been reported in existing literature regarding warm-glow and the idea
of impure altruism.
