Assessment of Magical Beliefs about Food and Health.

The Magical Beliefs About Food and Health scale (MFH) was developed to assess individual differences in the tendency to adopt eating and health instructions that many magazines, health care books and food ideologies regard as valid but which obey universal laws of similarity and contagion. In a study of 216 individuals, the total MFH score showed good internal consistency and it was associated with various validity criteria as hypothesized (e.g. vegetarianism and other ideological commitments to food choice, female gender, increased neuroticism, experiential thinking, positive attitudes towards alternative medicine, low sensation seeking and endorsement of universalism values). Factor analysis yielded two factors: General Magical Beliefs and Animal Products as Food Contaminants. In addition, three other items (the Animal Products as Personality Contaminants scale) cross-loaded on the two factors. The factor structure and test-retest reliability were confirmed with separate samples. The results showed that the total MFH score is a reliable and valid measure of magical food and health beliefs, and that the subscales may prove useful when a multidimensional assessment of magical beliefs is needed.