Ad-Evoked Mental Imagery
Ad-Evoked Mental Imagery
10 items
2023
α 0.95
Free
Grigsby, J.L., Jewell, R.D., & Zamudio, C.
What it measures
The scale measures the extent to which a person mentally constructs vivid, story-like representations while viewing a picture-based advertisement. Grigsby, Jewell, and Zamudio (2023) used it in Study 3, lightly adapting an elaboration-of-consumption-vision measure originally developed by Walters, Sparks, and Herington (2007).
Response format
7-point Likert (1=strongly disagree, 7=strongly agree)
Scale items
- The mental images that came to mind while I viewed the ad formed a series of events.
- The mental images that came to mind while I viewed the ad made me feel like I was actually experiencing the scene in the ad.
- The ad made me imagine experiencing what was happening in the ad.
- I could easily construct a story about the product and scene based on mental images that came to mind while I viewed the ad.
- It was easy for me to imagine the scene in the ad.
- While viewing this ad, I found myself daydreaming about the scene pictured in the ad.
- While viewing the ad, many images came to mind.
- The mental images that came to mind while viewing the ad were very clear and specific.
- The images that came to mind while viewing the ad acted as a source of information about the product and brand.
- I could actually envision the scenario pictured in the ad.
Full scale items shown. Always cite the original source when using this scale in research.
Usage notes & scoring
Used in Study 3 with a final sample of 144 MTurk participants, the scale showed excellent reliability (α = .95; Grigsby, Jewell, and Zamudio 2023, p. 601). Validity was not separately discussed. The scale is best suited to picture-based advertisements.
Citation
Grigsby, Jamie L., Robert D. Jewell, and César Zamudio (2023), "A Picture’s Worth a Thousand Words: Using Depicted Movement in Picture-Based Ads to Increase Narrative Transportation," Journal of Advertising, 52 (4), 594-612.
Keywords
#mentalimagery#advertising#narrativetransportation#elaboration