Movement Perception of the Visual Pattern

What it measures

The scale measures how much a static visual pattern — such as lines or shapes in an advertisement or package design — conveys a sense of forward motion, direction, or momentum. Items use semantic-differential pairs (e.g., conveys a forward motion vs. does not), developed to test how dynamic-looking visual patterns influence consumer evaluations of the advertised product.

Response format

7-point semantic differential

Scale items

• Conveys a forward motion / Does not convey a forward motion
• Conveys a clear direction / Does not convey a clear direction
• Conveys a well-defined route / Does not convey a well-defined route
• Conveys an advancing movement / Does not convey an advancing movement 265 NARCISSISM (TRAIT) With 16 pairs of items, the scale measures a person’s personality trait that is characterized by facets such as a self-absorption, self-ascribed authority, and superiority.

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

Usage notes & scoring

Farace et al. (2021), who refer to the underlying construct as conveyed meaning of the visual pattern, appear to have created this scale themselves; used across two MTurk studies with good reliability (α = .83–.88). Validity wasn't separately assessed.

Citation

Farace, S., Roggeveen, A., Ordenes, F.V., De Ruyter, K., Wetzels, M., & Grewal, D. (2020). Patterns in Motion: How Visual Patterns in Ads Affect Product Evaluations. Journal of Advertising, 49(1), 3-17.

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