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.

Response format

7-point semantic differential

Scale items

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

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

Usage notes & scoring

Three reliability estimates: α = .95 (Study 3), α = .97 (Study 5), α = .97 (supplemental study) — Crolic et al. (2022). Same paper as Anthropomorphism of the Object (ANTH, ID 2014).

Recommended companion scales

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.

Keywords