Attitude Toward the Company (Overall Evaluation)

What it measures

A four-item semantic differential scale measuring a consumer's overall evaluative attitude toward a specific company across unfavourable/favourable, negative/positive, bad/good, and unprofessional/professional dimensions.

Representative items

• unfavorable / favorable
• negative / positive
• bad / good
• unprofessional / professional

Citation

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.