The scale measures how natural, pure, or unprocessed a food item is perceived to be, using three brief descriptor items. Developed to test how visual design elements of packaging or presentation shape perceived naturalness, which in turn influences judgments of a food's healthiness.
7-point Likert (1=strongly disagree, 7=strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Source not stated by Hagen (2021), who used the scale across multiple studies. Reliability was consistently good (α = .85–.90). Principal component analyses provided some validity evidence, showing naturalness items loaded on a separate factor from related perceptions across several studies.
Hagen, L. (2021). Pretty Healthy Food: How and When Aesthetics Enhance Perceived Healthiness. Journal of Marketing, 85(2), 129–145.
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