Evaluates the perceived quality, taste, and overall desirability of a food product across five bipolar adjective pairs. Items capture assessments of quality, flavour, appetisingness, value worthiness, and comparative grade. Developed in the context of damaged-packaging research, where participants rated products based on the appearance of their packaging photographs rather than through actual consumption. No instructions were published with the items; researchers should create appropriate stems for their context. The article and supplementary materials report conflicting numbers of scale points (7 vs. 9).
7-point (or 9-point) bipolar semantic differential
Full scale items shown. Always cite the original source when using this scale in research.
The number of response points is inconsistent across the article (7 points) and web appendix (9 points) — verify with original source before use. Item instructions were not stated. Ratings were made based on product photographs, not actual consumption, in the original study.
White, K., Lin, L., Dahl, D.W., & Ritchie, R.J.B. (2016). When do consumers avoid imperfections? Superficial packaging damage as a contamination cue. Journal of Marketing Research, 53(1), 110–123.
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