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As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

anthropomorphism

With three items, this scale measures a consumer’s belief that a brand expresses interest in being part of one’s life.

This three-item scale measures the belief that a brand is attempting to build a sense of closeness between itself and the consumer (the respondent).

Using three, seven-point Likert-type items, the scale measures the degree to which a person attributes thought and emotion to a logo regarding its helplessness and not being in control.

Three, seven-point Likert-type items measure the degree to which a logo appears to move as if it is alive.

The general tendency to attribute distinct human mental capacities to nonhumans is measured with 15 questions.

A person’s attribution of humanlike qualities to time (free will, emotions, intentions) is measured using six, seven-point items.

How much a person views time in a certain situation as being a beneficial entity or a maleficent force is measured with three, nine-point items.

The attribution of human-like qualities such as self-awareness and desires to a brand is measured in the scale using three, seven-point Likert-type items.

Three, seven-point unipolar items are used to measure the degree to which a person believes that a particular brand possesses human-like characteristics associated with social and environmental concerns.