Imagery Vividness

What it measures

The scale measures the clarity and detail of a person's mental imagery when picturing an object or event. Vivid mental imagery has been linked to stronger emotional and behavioral responses, making this a useful tool across advertising, persuasion, and decision-making research.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I have a concrete picture of __________ in my mind.
• I have a clear and sharp image of __________ in my mind.
• It is easy for me to evoke a picture of __________ right now.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Mead, Richerson, and Li (2020), who refer to the construct as dynamic mental imagery, adapted three items from a four-item scale by Argyriou (2012), itself inspired by Dean and Morris (2003). Used across two MTurk studies with high reliability (α = .94–.95). Formal validity wasn't addressed, though the authors report a supporting factor analysis alongside a separate regret measure.

Citation

Mead, J.A., Richerson, R., & Li, W. (2020). Dynamic Right-Slanted Fonts Increase the Effectiveness of Promotional Retail Advertising. Journal of Retailing, 96(2), 282-296.

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