Product Heaviness Desired

What it measures

The scale assesses how heavy a consumer expects or desires a product to be, tapping into weight-based quality inferences relevant to packaging and product design.

Response format

9-point semantic differential

Scale items

• Extremely light / Extremely heavy
• Negligible / Significant
• Unsubstantial / Substantial
• Much less than average / Much more than average

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

Usage notes & scoring

Sharma and Romero (2020) built this scale by drawing terms and concepts from Deng and Kahn (2009) and Lowe and Haws (2017); used across four pretests. Reliability was excellent (α = .94–.97). No evidence of unidimensionality or validity was provided.

Citation

Sharma, N., & Romero, M. (2020). Looks Heavy to Me! The Effects of Product Shadows on Heaviness Perceptions and Product Preferences. Journal of Advertising, 49(2), 165-184.

Keywords