Desire to Connect With Home

What it measures

Measures the strength of a person's desire to reconnect with their home — through contact with familiar people, objects, and experiences associated with where they come from. Used in research on cultural identity, in-group boundaries, and the role of home-yearning in brand preference. The concept of 'home' is self-defined by the respondent.

Representative items

• Feel like connecting with home.
• Want to be in touch with something from home.
• Want to be around familiar faces from home.
• Want to connect to things from home.

Citation

Torelli, C.J., Ahluwalia, R., Cheng, S.Y.Y., Olson, N.J., & Stoner, J.L. (2017). Redefining home: How cultural distinctiveness affects the malleability of in-group boundaries and brand preferences. Journal of Consumer Research, 44(1), 44–61.