Brand Anthropomorphism


Two-item scale (5 points)

  • the product has come alive
  • the product is like a person

Aggarwal, P. and McGill, A.L. (2012), When brands seem human, do humans act like brands? Automatic behavioral priming effects of brand anthropomorphism. Journal of Consumer Research 39(2): 307–323.

 

Five-item scale (5 points)

  • the product has a mind of its own;
  • the product has intentions;
  • the product has free will;
  • the product has consciousness;
  • the product experiences emotions.

Epley, N., Akalis, S., Waytz, A. and Cacioppo, J.T. (2008a) Creating social connection through inferential reproduction: Loneliness and perceived agency in gadgets, Gods, and greyhounds. Psychological Science 19(2): 114–120.

 

Three-item scale (5 points)

  • the product looks like a person;
  • the product seems almost as if it has free will;
  • the product seems almost as if it has intentions.

Kim, S. and McGill, A.L. (2011) Gaming with Mr. Slot or gaming the slot machine? Power, anthropomorphism, and risk perception. Journal of Consumer Research 38(1): 94–107.

 

Seven-item scale (5 points)

  • the product appears to have a mind of its own;
  • the product appears to have intentions;
  • the product appears to have free will;
  • the product appears to have consciousness;
  • the product appears to have desires;
  • the product appears to have beliefs;
  • the product appears to have the ability to experience emotions.

Waytz, A., Morewedge, C.K., Epley, N., Monteleone, G., Gao, J.-H. and Cacioppo, J.T. (2010) Making sense by making sentient: Effectance motivation increases anthropomorphism. Journal of Personality and Social Psychology 99(3): 410–435.