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.

Response format

7-point scale (not at all / very much)

Scale 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.

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

Usage notes & scoring

Used by Torelli et al. (2017) in Study 1a (n = 115) and an additional web appendix study (n = 161), both with American university undergraduates. Alpha = .94 in both samples. Scale endpoints: not at all (1) and very much (7). Participants were asked the degree to which they desired to connect with home. Instructions left 'home' undefined for self-interpretation.

Recommended companion scales

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.

Keywords