This scale measures how natural, and how close or connected to nature, an object seems to be. Szocs, Williamson, and Mills (2022) used it across six studies on how displaying products without packaging affects perceptions, mostly with food products but also with a starfish shell. The authors appear to have created the items, drawing ideas from Rozin's (2005) work on the meaning of 'natural.'
7-point Likert (1=strongly disagree, 7=strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Alphas ranged from .91 to .94 across the six studies (Szocs, Williamson, and Mills 2022, Web Appendix C); validity was not discussed. The generic name of the product should be inserted in the blank. Although Rozin (2005) was cited as the source, the items do not appear in that article; it is best regarded as inspiration rather than the origin of the items. See also Naturalness of the Food (ID 90044).
Szocs, Courtney, Sara Williamson, and Adam Mills (2022), "Contained: Why It’s Better to Display Some Products Without a Package," Journal of the Academy of Marketing Science, 50 (1), 131-146.
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