Memory Vividness of the Encounter

What it measures

Three items ask how sharp and detailed someone's recollection is of a specific past encounter.

Response Format

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

Representative items

• My memory of the last encounter with a _____ is very vivid.
• My memory for the last encounter with a _____ is very detailed.
• My memory for the last encounter with a _____ is very clear.

Citation

Herhausen, D., Emrich, O., Grewal, D., Kipfelsberger, P., & Schoegel, M. (2020). Face Forward: How Employees’ Digital Presence on Service Websites Affects Customer Perceptions of Website and Employee Service Quality. Journal of Marketing Research, 57(5), 917-936.

Keywords