This scale measures how creeped out, uneasy, and unnerved a person feels in response to an object or agent, such as an AI system. Garvey, Kim, and Duhachek (2023) used it across a main study, a pretest, and a supplemental study on when to use AI versus human communicators.
7-point scale (not at all to very much)
Full scale items shown. Always cite the original source when using this scale in research.
Reliability was strong across all three administrations (α = .91, .89, .94; Garvey, Kim, and Duhachek 2023). An exploratory factor analysis in a supplemental study showed this scale loading separately from several anthropomorphism measures, offering preliminary support for discriminant validity. The scale appears to have been created by the authors for this study. The blank should be filled with a name for the object or agent that could evoke the feeling (e.g., "agent").
Garvey, Aaron M., TaeWoo Kim, and Adam Duhachek (2023), "Bad News? Send an AI. Good News? Send a Human," Journal of Marketing, 87 (1), 10-25.
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