A five-item Likert-type scale measuring a consumer's overall attitude toward a brand, blending hedonic liking and admiration with perceived personal fit and social avoidance. The scale captures not only how much a person likes and admires a brand, but also whether it fits naturally into their life and whether they actively avoid association with it in social contexts. Developed for use across multiple studies examining how brand anthropomorphism primes automatic consumer behaviour. A three-item version (items 1-3 only) was used in Studies 1A and 1B, but with alphas of .82 and .72 respectively; the five-item version was used in Studies 2A, 2B, and 3 and is preferred. Items were reconstructed from abbreviated item descriptions provided in the source article.
Aggarwal, P., & McGill, A.L. (2012). When brands seem human, do humans act like brands? Automatic behavioral priming effects of brand anthropomorphism. Journal of Consumer Research, 39(2), 307-323.
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