The scale assesses the extent to which a personal object (such as a fitness tracker) is perceived as friendly and companion-like. Fronczek et al. (2023) used it in a follow-up study, apparently creating it by drawing inspiration and keywords from prior anthropomorphism research rather than adopting items verbatim from those sources.
7-point scale (not at all (1) to very much so (7))
Full scale items shown. Always cite the original source when using this scale in research.
Based on a final sample of 475 participants, reliability was strong (α = .90; Fronczek et al. 2023, Web Appendix C). Validity was not separately discussed. Items follow the stem "Thinking specifically about your _____, to what extent does it seem...", with the blank filled by a name for the focal product (e.g., fitness tracker).
Fronczek, Lane Peterson, Martin Mende, Maura L. Scott, Gergana Y. Nenkov, and Anders Gustafsson (2023), "Friend or Foe? Can Anthropomorphizing Self-Tracking Devices Backfire on Marketers and Consumers?" Journal of the Academy of Marketing Science, 51 (5), 1075-1097.
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