A five-item semantic differential scale measuring how visually well-defined and vivid a stimulus appears to a perceiver. Items span dimensions of vividness, intensity, lifelikeness, sharpness, and definiteness — collectively capturing the perceptual clarity with which a stimulus evokes mental imagery. Cian, Krishna, and Elder (2015) used the scale in Study 4 to assess perceived imagery vividness of warning sign icons as part of a research program on dynamic iconography and perceived movement. Five of six items were adapted from Bone and Ellen's (1992) imagery measure and converted to semantic differential format. Alpha = .96 indicates exceptional internal consistency. The scale is applicable to any stimulus whose imagery-evoking quality is of interest — product visuals, advertisements, logos, warning signs, or other pictorial stimuli.
Full scale items shown. Always cite the original source when using this scale in research.
Bone and Ellen (1992) is the original source of the item content; Cian et al. (2015) adapted five of six items to semantic differential format. The sixth Bone and Ellen item was not included. Cian et al. (2015) did not discuss validity. The scale's high internal consistency and narrow item bandwidth suggest it functions as a unidimensional perceptual vividness measure rather than a multidimensional imagery quality battery. In studies using dynamic or animated stimuli, the scale should be supplemented with measures of perceived movement or dynamism to distinguish imagery vividness from dynamic activation (see Cian et al.'s perceived movement scale in the same paper). The scale is suitable as a manipulation check for imagery-eliciting stimuli and as an individual-difference covariate in visual processing research.
Cian, L., Krishna, A., & Elder, R. S. (2015). A sign of things to come: Behavioral change through dynamic iconography. Journal of Consumer Research, 41(6), 1426–1446.
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