Anthropomorphism of the Ad-Depicted Product

What it measures

The scale measures how much a person mentally attributes humanlike qualities and mental states to a product character depicted in an advertisement. Grigsby, Jewell, and Zamudio (2023) used it in Study 4, building on a four-item scale by Wan (2018) and adding six further items of their own.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• looks like a person.
• reminds me of a person.
• has human characteristics.
• reminds me of a human face.
• has a humanlike appearance.
• almost seems as if it has free will.
• almost seems as if it has intentions.
• almost seems as if it has thoughts.
• almost seems as if it has feelings.
• has a personality.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Used with a final sample of 209 college students, the scale showed excellent reliability (α = .93; Grigsby, Jewell, and Zamudio 2023, p. 603). Validity was not separately discussed. Items follow the stem "I felt the character in the ad..."; four of the ten items (items 6, 7, 9, and 10) come from Wan (2018, p. 471).

Citation

Grigsby, Jamie L., Robert D. Jewell, and César Zamudio (2023), "A Picture’s Worth a Thousand Words: Using Depicted Movement in Picture-Based Ads to Increase Narrative Transportation," Journal of Advertising, 52 (4), 594-612.

Keywords

More Advertising & Persuasion scales

• Ad-Evoked Information Overload2023 · 3 items
• Negative Affective Response to the Ad2023 · 4 items
• Ad-Evoked Joy2023 · 3 items
• Ad-Evoked Arousal2023 · 4 items
• Ad Message Concreteness2022 · 3 items
• Ad Message Abstractness2022 · 3 items