Four unipolar adjective items measuring the degree to which a person is perceived to be warm, kind, friendly, and sincere (or approachable in an alternate version). Wang et al. (2017) used the scale to assess how smile intensity in service photos affected warmth and competence perceptions of the person depicted. Two versions were used: Study 1a used items 1–4 (warm, kind, friendly, sincere), while Studies 2a and 2b replaced 'sincere' with 'approachable.' Both versions are provided in items_full. Items were adapted from Aaker, Vohs, and Mogilner (2010) and Cuddy, Fiske, and Glick (2007).
7-point unipolar (1=not at all, 7=very much so)
Full scale items shown. Always cite the original source when using this scale in research.
Alphas were .94 (Study 1a), .92 (Study 2a), and .94 (Study 2b). Validity was not formally assessed. The two versions differ only in item 4 (sincere vs. approachable); the reason for the change was not explained by the authors. Instructions apparently asked respondents to rate how well each adjective described the focal person.
Wang, Z., Mao, H., Li, Y.J., & Liu, F. (2017). Smile big or not? Effects of smile intensity on perceptions of warmth and competence. Journal of Consumer Research, 43(5), 787–805.
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