Consumption Imagery

What it measures

This scale measures how clear, real, and vivid a person's mental image of eating a particular food felt. Fritz, Hadi, and Stephen (2023) used it across two studies on how augmented reality influences food desirability.

Response format

7-point scale (strongly disagree to strongly agree)

Scale items

• I could imagine myself eating the food item displayed.
• I could see myself eating the food item displayed.
• I thought about myself eating the food item displayed.
• The thought of myself eating this food item felt real.
• The thought of myself eating this food item was very clear.
• The thought of myself eating this food item was very vivid.

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

Usage notes & scoring

Reliability was strong in both administrations (α = .89, Study 3; α = .91, Study 4; Fritz, Hadi, and Stephen 2023, pp. 515, 518). Three items were slightly adapted from an earlier scale on culturally contingent food cravings, and the other three items appear to have been created by the authors. In Study 3, a specific food name replaced the generic phrase "food item" used in Study 4.

Citation

Fritz, William, Rhonda Hadi, and Andrew Stephen (2023), "From Tablet to Table: How Augmented Reality Influences Food Desirability," Journal of the Academy of Marketing Science, 51 (3), 503-529.

Keywords

More Consumer Behaviour scales

• Desirability of the Food (Motivation to Eat)2023 · 3 items
• Comprehensiveness of the Information2022 · 4 items
• Mental Simulation of Eating the Food2022 · 3 items
• Enjoyment of Looking at the Pictures2021 · 3 items
• Attitude Toward the Imagination Experience2021 · 3 items
• Ad Mental Simulation (Process)2020 · 3 items