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.
7-point Likert (assumed; response format not explicitly described in source article); items 4 and 5 are reverse-scored
Full scale items shown. Always cite the original source when using this scale in research.
IMPORTANT: Use the 5-item version only. The 3-item version (items 1-3) yielded alpha = .72 in Study 1B, falling below the inclusion threshold. The 5-item version consistently met or exceeded the threshold (alpha = .82–.83) across three studies. Items were reconstructed from abbreviated phrases provided in the article rather than verbatim item text; the full item wording has been inferred and completed from context. Researchers should verify item wording against the original article before use. Items 4 ('It is embarrassing to be seen with the brand') and 5 ('I avoid being with the brand') are reverse-scored. The social dimension of this scale (embarrassment and avoidance) distinguishes it from most brand attitude scales in the database, which focus on positive evaluative and affective responses only.
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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