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.

Response format

7-point Likert (1=strongly disagree to 7=strongly agree); six subscales scored separately; can be used as a second-order factor

Scale items

Autonomy (4 items): perceived ability to act independently without human control. 7-point Likert.

• This product is able to operate without my help.
• This product acts independently to accomplish its goals.
• This product can function on its own without me needing to control it.
• This product works autonomously.

Adaptability (4 items): perceived ability to learn from experience and adjust behaviour. 7-point Likert.

• This product adapts its behaviour based on my preferences.
• This product learns how I like to use it over time.
• This product gets better at performing tasks the more I use it.
• This product personalises itself to my needs.

Reactivity (4 items): perceived ability to sense and respond to environmental changes. 7-point Likert.

• This product responds immediately to changes in its environment.
• This product senses what is happening around it.
• This product reacts quickly when things change.
• This product is always aware of its surroundings.

Multi-functionality (4 items): perceived capacity to perform multiple distinct functions. 7-point Likert.

• This product can perform multiple different functions.
• This product does many different tasks.
• This product handles a wide variety of activities.
• This product is versatile in what it can do.

Ability to Cooperate (4 items): perceived capacity to communicate and coordinate with other devices or people. 7-point Likert.

• This product can communicate with other devices.
• This product works together with other products or systems.
• This product shares information with other devices.
• This product cooperates well with other technology I use.

Personality/Character (4 items): perceived possession of a consistent, recognisable behavioural character. 7-point Likert.

• This product has its own distinct personality.
• This product shows a consistent character in the way it operates.
• This product seems to have its own way of doing things.
• This product has a recognisable style or manner.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Six subscales can be modelled as second-order product intelligence factor or as independent first-order predictors. Some dimensions may not apply to all products (e.g., 'Ability to Cooperate' is irrelevant for standalone non-networked products); adapt with justification. Well-suited for research on anthropomorphism, human-robot interaction, and AI-powered product evaluation.

Recommended companion scales

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.

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