Anthropomorphism-Based Communication and Willingness to Pay Premium Prices Model
Measures the influence of anthropomorphism-based brand communication on consumer perceptions, emotional attachment, and willingness to pay premium prices in the hospitality sector.
Scale Development & Technical Details
Scale Overview
The Anthropomorphism-Based Communication and Willingness to Pay Premium Prices Model was developed by Fangxuan (Sam) Li, Qianqian Su, Jiantao Guan, Guojie Zhang (2023). It is designed to measure Anthropomorphism-based brand communication, consumer behavior, and willingness to pay premium prices. The scale is intended for use with Hospitality industry consumers (adults).
Scale Structure
This instrument consists of 24 items organized into 6 factors/subscales: Perceived Coolness, Perceived Warmth, Perceived Cuteness, Need for Uniqueness, Emotional Brand Attachment, Willingness to Pay a Premium Price.
| Factor / Subscale | Items | N |
|---|---|---|
| Perceived Coolness | 1,2,3,4,5 | 5 |
| Perceived Warmth | 6,7,8,9,10 | 5 |
| Perceived Cuteness | 11,12,13 | 3 |
| Need for Uniqueness | 14,15,16,17,18 | 5 |
| Emotional Brand Attachment | 19,20,21 | 3 |
| Willingness to Pay a Premium Price | 22,23,24 | 3 |
Response Format
Respondents rate each item using a custom response format.
Response anchors: 1 = Strongly disagree, 2 = Disagree, 3 = Somewhat disagree, 4 = Neither agree nor disagree, 5 = Somewhat agree, 6 = Agree, 7 = Strongly agree.
Scoring
Items are scored by subscale, with each subscale sum representing a distinct dimension.
Psychometric Properties
Internal Consistency: The scale has demonstrated good to excellent internal consistency with reported Cronbach’s alpha values of Cronbach's alpha values ranged from 0.763 to 0.960.
Administration
The scale is self-administered and typically takes approximately 6 minutes to complete. It can be administered individually or in group settings. No special training is required for administration.