Salience of the Stock Price’s Visual Transitions

What it measures

The scale measures how noticeable visual transitions in a stock price display are perceived to be, relevant to research on financial data visualization and investor attention.

Response format

7-point semantic differential

Scale items

• Not at all salient / Very salient
• Not at all vivid / Very vivid
• Not at all noticeable / Very noticeable
• Not at all visible / Highly visible
• Not at all clear / Very clear

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

Usage notes & scoring

Kim and Lakshmanan (2022) built this scale drawing on ideas from the broader visual-salience literature; used across three MTurk studies. Reliability was good and consistent (α = .83–.85). Some validity-related analysis was conducted alongside a related 'utility' construct in Study 2a.

Recommended companion scales

Citation

Kim, J., & Lakshmanan, A. (2021). Do Animated Line Graphs Increase Risk Inferences?. Journal of Marketing Research, 58(3), 595–613.

Keywords