Aesthetic Characteristic of the Food (Color)

What it measures

A three-item scale measuring the perceived uniformity of the colour of a food item. Items assess whether the food's colour is consistent and even, with one reverse-scored item targeting colour variation or inconsistency. Part of a three-scale battery examining distinct aesthetic dimensions of food appearance alongside shape and texture uniformity, the scale was developed to study consumer responses to imperfect-looking natural and processed foods — a construct with relevance to sustainability, food waste, and retail display research.

Representative items

• The color of the food is uniform.
• The color 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.