The scale measures how similar a non-human object is perceived to be to a person in appearance and behaviour. Garvey, Kim, and Duhachek (2023) state they created the scale themselves, referring to the construct as humanlikeness.
7-point scale (Not at All (1), Somewhat (4), Very Much (7))
Full scale items shown. Always cite the original source when using this scale in research.
Reliability was α = .86 in a pretest (p. 20) and α = .90 in a supplemental study (Web Appendix, p. 28) (Garvey, Kim, and Duhachek 2023). A separate validity study found strong correlations with other anthropomorphism measures but only a weak (though significant) correlation with a measure of "uncanniness"; the authors themselves noted this raised questions about the scale's discriminant validity relative to related anthropomorphism measures (Web Appendix, p. 25).
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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