Six words and phrases measure the extent to which a stimulus is perceived as vivid, clear, and imageable. Items include attention-getting quality, clarity, excitement, detail, concreteness, and strength of communicated image. The scale captures the mental imagery-evoking properties of a stimulus and has been used to evaluate the vividness of advertising appeals.
Agreement rating scale (format not specified; likely 7-point agree/disagree)
Full scale items shown. Always cite the original source when using this scale in research.
Source not identified by Petrova and Cialdini (2005); appears original to the study. Alpha of .82. Response format was not stated; an agree/disagree format with 7-point rating is suggested as suitable. No validity examination was reported.
Petrova, P. K., & Cialdini, R. B. (2005). Fluency of consumption imagery and the backfire effects of imagery appeals. Journal of Consumer Research, 32(3), 442–452.
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