The scale measures the extent to which an object is perceived to have humanlike characteristics. Chen, Sengupta, and Zheng (2023) described the scale as adapted from prior anthropomorphism research, though the clearest overlap is with two items from a measure by Kim and McGill (2018).
7-point Likert (1=disagree, 7=agree)
Full scale items shown. Always cite the original source when using this scale in research.
Across the studies in which it was used, reliability ranged from α = .87 to α = .95 (Chen, Sengupta, and Zheng 2023, Web Appendix C and J). Validity was not directly discussed, though the scale was used successfully as a manipulation check in several studies, offering some indirect support for its predictive validity. The fourth item was only used in two study pretests. The blank should be filled with a name for the focal object.
Chen, Fangyuan, Jaideep Sengupta, and Jianqing (Frank) Zheng (2023), "When Products Come Alive: Interpersonal Communication Norms Induce Positive Word of Mouth for Anthropomorphized Products," Journal of Consumer Research, 49 (6), 1032–1052.
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