I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
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.
