Stimulus Vividness Scale

What it measures

Four semantic differential items assess how vivid, graphic, powerful, and intense a stimulus is perceived to be. Although originally developed and validated in the context of cigarette package warning labels, the items are constructed to be applicable to any visual stimulus requiring a vividness or graphicness evaluation. The scale captures how striking, immediate, and affectively potent a stimulus appears to the viewer. The scale stem used by Andrews et al. (2014) was specific to warning label graphicness and should be adapted for other contexts.

Representative items

• Study 1 and Study 2 adolescent and young adult smokers; Andrews et al. (2014)

Citation

Andrews, J. C., Netemeyer, R. G., Kees, J., & Burton, S. (2014). How graphic visual health warnings affect young smokers' thoughts of quitting. Journal of Marketing Research, 51(2), 165-183.