This scale gauges how warm, sympathetic, and emotionally attentive a person expects the source of specific advice to be. Von Walter, Wentzel, and Raff (2023) applied it across two studies examining how consumers respond to algorithmic versus human advice, where perceived warmth helped explain differences in acceptance of the advice source.
7-point scale (much less than I like (1) to much more than I like (7)); stem: "Do you expect ___ to demonstrate as much of the following behaviors as you like when using this type of advice?"
Full scale items shown. Always cite the original source when using this scale in research.
The scale was reliable in both administrations, with alphas of .81 in Study 3 and .94 in Study 4 (von Walter, Wentzel, and Raff 2023, pp. 286, 288). Validity was not separately discussed. The blank should be filled with the name of the focal advice source (e.g., a service provider, an algorithm).
von Walter, Benjamin, Daniel Wentzel, and Stefan Raff (2023), "Should Service Firms Introduce Algorithmic Advice to Their Existing Customers? The Moderating Effect of Service Relationships," Journal of Retailing, 99 (2), 280-296.
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