The scale assesses general processing fluency — how easily and smoothly a person processes a piece of content — a construct with broad relevance across advertising and design research.
7-point Likert (1=strongly disagree, 7=strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Graf, Mayer, and Landwehr (2018) developed and validated this general-purpose processing fluency scale through classic scale-development procedures, comparing a five-item multi-item version against a single-item version across several fluency manipulations; both performed well, with the single-item version shown to be sufficient for most purposes. It was later borrowed by Wu and Dodoo (2020), who used it with US MTurk participants and reported strong reliability (α = .92). Validity wasn't separately assessed by Wu and Dodoo, though the original scale-development paper provided its own supporting evidence.
Graf, Laura K. M., Stefan Mayer, and Jan R. Landwehr (2018), "Measuring Processing Fluency: One versus Five Items," Journal of Consumer Psychology, 28 (3), 393-411.
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