Product Intelligence Scale

What it measures

The Product Intelligence Scale measures consumer perceptions of the extent to which a product possesses human-like cognitive capacities — the degree to which a product can sense, learn, decide, and interact. Rijsdijk et al. (2007) conceptualised product intelligence as a second-order construct comprising six first-order dimensions: Autonomy, Adaptability, Reactivity, Multi-functionality, Ability to Cooperate, and Personality. Developed in the context of smart consumer electronics; generalisable to AI-enabled products, voice assistants, autonomous vehicles, and smart home devices. Consumer perceptions of product intelligence predict satisfaction, perceived usefulness, technology acceptance, and adoption intention.

Representative items

• This product is able to operate without my help. (Autonomy)
• This product adapts its behaviour based on my preferences. (Adaptability)
• This product responds immediately to changes in its environment. (Reactivity)
• This product can perform multiple different functions. (Multi-functionality)
• This product has its own distinct personality. (Personality)

Citation

Rijsdijk, S.A., Hultink, E.J., & Diamantopoulos, A. (2007). Product intelligence: Its conceptualization, measurement, and impact on consumer satisfaction. Journal of the Academy of Marketing Science, 35(3), 340–356.