Desirability of the Food (Motivation to Eat)

What it measures

This scale measures how strongly a person is motivated to eat a specific food, capturing perceived desirability along with the urge and craving to consume it. Fritz, Hadi, and Stephen (2023) used it in Study 3 of their research on how augmented reality influences food desirability, with data from 108 volunteers at an unidentified university.

Response format

7-point scale (1=extremely undesirable/weak, 7=extremely desirable/strong)

Scale items

• How desirable did you find the _____ to be?
• How strong is your urge to eat this _____?
• How strong are your cravings for this _____?

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

Usage notes & scoring

The scale's alpha was .89 in Study 3 (Fritz, Hadi, and Stephen 2023, p. 515). Validity was not separately discussed. The source of the scale was not stated and it is assumed to have been created by the authors. A generic food name should be inserted into each item's blank; higher scores indicate greater desire for the food. Note: this handbook entry's title collides exactly with an existing database entry (ID 1955, Fedorikhin and Patrick 2010) but is a distinct instrument from a different source measuring a related but separate construct — the '(Motivation to Eat)' qualifier disambiguates the two.

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