Measures the degree to which a consumer perceives an advertisement as visually alive, lively, and energetic. Importantly, this is a descriptive judgment about the ad's visual qualities rather than an affective response to it — distinguishing it from related feeling-based measures. Used in research on kinetic advertising properties where visual liveliness was proposed as a mediating impression between kinetic motion and consumer novelty perceptions.
Kim, J., & Lakshmanan, A. (2015). How kinetic property shapes novelty perceptions. Journal of Marketing, 79(6), 94-111.
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