Imagery of Food Products Linked to Physical Waste

What it measures

The scale assesses the vividness of mental associations between a food item and waste or refuse. It's well suited to research on disgust-based marketing effects, such as messaging that highlights food waste to discourage overconsumption or promote sustainable choices.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• How vividly could you imagine the products being associated with physical waste?
• How clearly could you imagine the products being linked with physical waste?
• When you read about the products, to what extent did images of physical waste come to mind?

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

Usage notes & scoring

De Visser-Amundson, Peloza, and Kleijnen (2021) created this scale by adapting phrasing from Jia et al.'s (2017) imagery vividness measure. It was used with US MTurk participants and showed strong reliability (α = .89). Validity information wasn't provided.

Citation

De Visser-Amundson, A., Peloza, J., & Kleijnen, M. (2021). How Association with Physical Waste Attenuates Consumer Preferences for Rescue-Based Food. Journal of Marketing Research, 58(5), 870-887.

Keywords