Three items assess how easily a person can engage with, mentally represent, and recall a visual stimulus. The items tap visual ease at three levels: immediate perceptual processing (how easy it is to visually process the object now), mental simulation (how easy it is to visualise it with eyes closed), and prospective memory (how easy it would be to describe it later). The scale operationalises the concept of processing fluency as experienced by the viewer rather than as a property of the stimulus itself.
Full scale items shown. Always cite the original source when using this scale in research.
The scale appears to have been created by Orth and Crouch (2014); Landwehr, Labroo, and Herrmann (2011) were cited in relation to the construct but did not contribute the scale items. The response format was not described and exact verbal anchors are unknown -- a 7-point scale with very difficult / very easy anchors is inferred. A blank should be filled with a generic label for the focal stimulus (e.g., 'product', 'package', 'ad'). The scale was used as the mediator in a fluency-based account of how context complexity affects package attractiveness. Validity was not formally assessed. All three alpha values (.88-.90) indicate good internal consistency across studies. The third item ('how easy would you find it to describe this _____ later?') uses a future-oriented, prospective framing that is conceptually distinct from the present-moment orientation of items 1 and 2; researchers requiring a purely present-tense measure should consider whether item 3 fits their application.
Orth, U. R., & Crouch, R. C. (2014). Is beauty in the aisles of the retailer? Package processing in visually complex contexts. Journal of Retailing, 90(4), 524-537.
Free access to 2455+ psychometric scales at PsychScales