Visual Processing Fluency Scale

What it measures

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.

Representative items

• Study 1: n = 268
• Study 2: n = 351
• Study 3: n = 117; all Orth and Crouch (2014)

Citation

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.