Perceived Product Nutritional Quality

What it measures

Four bipolar items assess a consumer's attitude toward the nutritional quality of a product, drawing on perceptions of general nutrition level, dietary importance, heart health, and overall healthiness. The scale was used across three studies examining how health claims and nutrition labels affect food product evaluations.

Response format

7-point semantic differential

Scale items

• I think the nutrition level of this product is: poor / good
• Based on the information provided, how important would this product be as a part of a healthy diet? not important at all / very important
• This product is: bad for your heart / good for your heart.
• Overall, how would you rate the level of nutritiousness suggested by the information provided? not nutritious at all / very nutritious

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

Usage notes & scoring

Alphas ranged from .84 to .85 across three studies. Appears to have been developed by the authors for their study. Items use a mix of rating-scale and semantic-differential formats — researchers should standardise the response format across items before combining into a composite.

Citation

Kozup, J. C., Creyer, E. H., & Burton, S. (2003). Making healthful food choices: The influence of health claims and nutrition information on consumers' evaluations of packaged food products and restaurant menu items. Journal of Marketing, 67(April), 19–34.

Keywords