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.
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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