The scale captures how much warmth and genuine care a customer perceives from a conversational robo-advisor, heavily adapted from an established measure of affective trust in human service relationships.
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.
Hildebrand and Bergner (2021) heavily adapted this scale from Johnson and Grayson's (2005) measure of affective trust, originally developed for human financial-advisor relationships; used across four studies. Reliability was strong to excellent (α = .85–.94). The scale was tested against a related benevolence-attribution measure and found to be statistically distinct across multiple tests, with AVEs ranging from .75–.84. Though studied in a financial robo-advisor context, the authors note the scale appears easily adaptable to other AI or service settings. A companion scale on this site, Social Engagement of the Object, comes from the same paper.
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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