Taste-Fattening Belief

What it measures

Three eleven-point Likert-type items measure the belief that tastiness and fattening quality are positively correlated in food products. Items capture the belief that low-fat food is not tasty, that tastier foods are more fattening, and one reverse-scored item denying any relationship. The scale is relevant to food choice, health messaging, and consumer perception of food product attributes.

Response format

11-point Likert (0=strongly disagree, 10=strongly agree)

Scale items

• In general, low-fat __________ is not very tasty.
• The more tasty a __________ is, the more fattening it is likely to be.
• There is no relationship between the taste of a __________ and how fattening it is. (r)

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

Usage notes & scoring

Source was not identified in the article; likely developed for the study. No validity examination was reported. The food type of interest should be placed in the blanks (e.g., snack food). Item 3 is reverse-scored.

Citation

Desai, K. K., & Ratneshwar, S. (2003). Consumer perceptions of product variants positioned on atypical attributes. Journal of the Academy of Marketing Science, 31(1), 22–35.

Keywords