Memory Vividness of the Encounter

What it measures

The scale measures how vividly a person recalls a specific past encounter, adapted from an established measure of autobiographical memory.

Response format

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

Scale 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.

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

Usage notes & scoring

Herhausen et al. (2020) modified phrasing from three items in the short-form Memory Experiences Questionnaire (Luchetti & Sutin 2016) for use with MTurk participants. Reliability was strong (α = .94). A CFA was conducted, though validity-specific results for this particular scale weren't clearly reported.

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