This scale measures how much action, motion, and activity a person perceives in the characters or objects within a single static advertising image. Grigsby, Jewell, and Zamudio (2023) developed and used it across four studies on how depicted movement increases narrative transportation in picture-based ads.
7-point scale (varies by item; e.g., no movement at all to a lot of movement)
Full scale items shown. Always cite the original source when using this scale in research.
Reliability was strong in the one study where it was reported (α = .92, Study 1; Grigsby, Jewell, and Zamudio 2023, p. 599); it was not reported for the other three studies. An exploratory factor analysis showed the items loading on a single factor. The scale was developed by the authors for this research. In one study, "person"/"people" in the item wording was replaced with "object(s)" to fit non-human ad content.
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.
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