Text highlighting as a new way of measuring consumers' attitudes: A case study on vertical farming

Attitude measurement occupies a central position in consumer research. Concerns over the validity and reliability of traditional measures have motivated the development of alternative approaches. The present research introduces text highlighting as a method for measurement of explicit attitudes using a case study on vertical farming (VF) with 837 UK consumers. They participated in an online survey, where they read a text about VF and used...