Seeing Personhood in Machines: Conceptualizing Anthropomorphism of Social Robots

Abstract

This study conceptualizes and develops a multi-dimensional Scale of Social Robot Anthropomorphism (SSRA). Through a rigorous scale development procedure that consists of a battery of qualitative (interviews and focus group) and quantitative approaches (online and field studies), four dimensions of social robot anthropomorphism are identified, namely, human-like appearance, social intelligence, emotional capacity, and self-understanding. The scale is found to be valid and reliable by testing its convergent, discriminant, and nomological validities, utilizing data collected from over 1,000 participants. The theoretical and managerial contributions are discussed, and future research recommendations are provided.