A seven-item scale measuring the degree to which a non-human object — such as a digital avatar, chatbot, robot, or brand — is perceived to possess human-like characteristics, qualities, and intentions. Items tap into whether the object appears to be alive, to have humanlike qualities, to seem person-like, to feel human, to have a personality, to possess its own mind, and to act with its own intentions. Developed for chatbot research, the scale is broadly applicable to any context in which the humanisation of a non-human agent is theoretically relevant.
Crolic, Cammy, Felipe Thomaz, Rhonda Hadi, and Andrew T. Stephen (2022). Blame the bot: Anthropomorphism and anger in customer-chatbot interactions. Journal of Marketing, 86(1), 132–148.
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