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.

Response format

7-point Likert

Scale items

• The color of the food is uniform.
• The color of the food is consistent.
• The color of the food varies (i.e., is inconsistent). (r)

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Single alpha: α = .88 — Suher, Szocs & van Ittersum (2021, pretest, n = 500 online panelists). VALIDITY: Not reported. One item is reverse-scored ('The color of the food varies (i.e., is inconsistent)'). Part of the three-scale food aesthetic battery alongside the Shape (ACFS) and Texture (ACFT) scales from the same study — all three use the same item structure, substituting 'color', 'shape', and 'texture' respectively. Companion scales: ACFS and ACFT.

Recommended companion scales

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.

Keywords