Aesthetic Characteristic of the Food (Shape)

What it measures

A three-item scale measuring the perceived uniformity of the shape of a food item, assessing whether its form is even and consistent or irregular and variable. One item is reverse-scored. Structurally identical to the companion colour and texture scales, differing only in the aesthetic dimension assessed. Developed for research on consumer preferences for visually imperfect food, this scale is relevant to food waste reduction research, retail display decisions, and the marketing of 'ugly' produce.

Representative items

• The shape of the food is uniform.
• The shape of the food is consistent.

Citation

Suher, Jacob, Courtney Szocs, and Koert van Ittersum (2021). When imperfect is preferred: The differential effect of aesthetic imperfections on choice of processed and unprocessed foods. Journal of the Academy of Marketing Science, 49(5), 903–924.