A four-item unipolar scale measuring the extent to which a target individual (e.g., an analyst, salesperson, or service employee) is perceived as caring, friendly, kind, and warm. Developed to assess interpersonal warmth inferences about a third party.
7-point unipolar (1 = Not at all, 7 = Very much)
Full scale items shown. Always cite the original source when using this scale in research.
Stem: 'To what extent do you think the [person] is:' — insert a name or brief description of the target in the blank. Response anchors: 1 = Not at all, 7 = Very much. Originally used to assess perceptions of an investment analyst in a financial forecast context.
Bagchi, R., & Ince, E.C. (2016). Is a 70% forecast more accurate than a 30% forecast? How level of a forecast affects inferences about forecasts and forecasters. Journal of Marketing Research, 53(1), 31–45.
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