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.
7-point Likert-type (strongly disagree to strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Source not stated by Kim and Lakshmanan (2015). Items coincide with those from Edell and Burke's (1987) ad feelings scale, but the construct here is a descriptive evaluation of the ad's visual character, not an affective reaction to it. Validity not discussed. Central to Kim and Lakshmanan's (2015) process model: kinetic property generates impressions of visual liveliness, which leads to inferences of product atypicality and higher novelty judgments. Companion scales from the same paper: AAAS (ID 587), AVAS (ID 592), AIS (ID 594).
Kim, J., & Lakshmanan, A. (2015). How kinetic property shapes novelty perceptions. Journal of Marketing, 79(6), 94-111.
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