This scale captures the extent to which a person perceives a device as machine-like rather than natural or human-like. Guha and colleagues (2023) used it across two studies of voice assistants, having lightly adapted the wording from an earlier dissertation measure of a related "naturalness" construct.
7-point semantic differential; stem: "In my opinion, [device] appears..."
Full scale items shown. Always cite the original source when using this scale in research.
The scale performed reliably across two studies (α = .87, Study 2; α = .873, Study 3; Guha et al. 2023, pp. 853, 859). Structural equation modeling in both studies supported the scale's convergent and discriminant validity, with average variance extracted of .80 (Study 2) and .70 (Study 3). Fill the blank with the name of the focal device (e.g., a specific voice assistant).
Guha, Abhijit, Timna Bressgott, Dhruv Grewal, Dominik Mahr, Martin Wetzels, and Elisa Schweiger (2023), "How Artificiality and Intelligence Affect Voice Assistant Evaluations," Journal of the Academy of Marketing Science, 51 (4), 843–866.
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