The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
anthropomorphism
Using five, five-point Likert-type items, the scale measures how much a product conveys the presence of a human being, with an emphasis on social and affective attributes.
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.
