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Anthropomorphizing

ANTAnthropomorphizing
6 items 2007 α .88 Free Aggarwal, P.

What it measures

A multiple-item Likert-type scale designed to measure the extent to which a person views two objects as having a human-like quality and, in particular, being a pair in some way.

Citation

Aggarwal, Pankaj and Ann L. McGill (2007), “Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products,” Journal of Consumer Research, 34 (4), 468-479.

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