Attitude Toward Consuming the Food

What it measures

A three-item semantic differential scale measuring the overall hedonic attitude toward consuming a specific food item. Items assess the degree to which consuming the food is evaluated as likeable, enjoyable, and pleasurable. Originally used to capture consumer responses to creative confectionary displays in a retail context, the scale provides a brief and reliable measure of food consumption attitude that is applicable across sensory and food marketing research.

Response format

7-point semantic differential

Scale items

• Do not like at all / Like very much
• Not at all enjoyable / Extremely enjoyable
• Not at all pleasurable / Extremely pleasurable

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

Usage notes & scoring

Single alpha: α = .93 — Keh, Wang & Yan (2021, Study 2). VALIDITY: Not reported. Scale was drawn from Lee, Keller & Sternthal (2010, Journal of Marketing Research 47(1), 158–170), who used a similar attitude measure — items here overlap partially but are not identical. Researchers should note the semantic differential format; items run from negative pole to positive pole.

Citation

Keh, Hean Tat, Di Wang, and Li Yan (2021). Gimmicky or effective? The effects of imaginative displays on customers' purchase intentions. Journal of the Academy of Marketing Science, 49(1), 117–137.

Keywords