Visual Direction Fluency

What it measures

A four-item scale measuring the degree to which the direction in which a moving object is depicted in an advertisement is perceived as intuitively correct and right for the scene. Two items are positively keyed (feels correct, feels right) and two are reverse-scored (feels wrong, should be heading in the opposite direction). The scale captures a fluency-based perceptual judgment about whether a depicted object's directional orientation matches culturally embedded reading conventions, tapping a subtle but theoretically meaningful source of processing ease in advertising visuals.

Representative items

• The direction the _____ is heading in the ad feels intuitively correct to me.
• The _____ should be heading in the opposite direction. (r)

Citation

Monahan, Jennifer L. and Adriana A. Romero (2020). Going the right way: The role of direction in advertising. Journal of Advertising, 49(3), 252–268.