Visual Processing Fluency

VPFThe ease with which a person is able to process a visual stimulus

3 items 2008 α .86 Free Labroo, A. A., Dhar, R., & Schwarz, N.

What it measures

A three-item semantic scale designed to measure the ease with which a person is able to process a visual stimulus.

Citation

Labroo, A. A., Dhar, R., & Schwarz, N. (2008). Of frog wines and frowning watches: Semantic priming of perceptual features and brand evaluation. Journal of Consumer Research, 34(6), 819–831.

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