The scale captures how much an object — typically a device like a chatbot or robo-advisor — displays human-like social engagement cues, relevant to research on anthropomorphism and conversational AI.
7-point Likert (1=not agree at all, 7=fully agree)
Full scale items shown. Always cite the original source when using this scale in research.
Source not stated by Hildebrand and Bergner (2021), who appear to have created the scale themselves; used with a nationwide consumer panel. Reliability was good (α = .85). Validity wasn't formally discussed, though successful use as a manipulation check offers some indirect support. Item wording requires naming the specific object being rated — the original study used 'financial advisory system.'
Hildebrand, Christian and Anouk Bergner (2021), "Conversational Robo Advisors as Surrogates of Trust: Onboarding Experience, Firm Perception, and Consumer Financial Decision Making," Journal of the Academy of Marketing Science, 49 (4), 659–676.
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