Vividness

Name: Vividness
Published: 1997
License: https://psychometricscales.com/methodology.html

VIVThe degree to which a stimulus has evoked clear and relevant images in a person

6 items 1997 α .89 Free Keller, P. A., & Block, L. G.

What it measures

A multiple-item Likert-type scale designed to measure the degree to which a stimulus has evoked clear and relevant images in a person.

Response format

6-item semantic differential scale; items averaged to produce composite score

Scale items

Not vivid / Vivid
Not personal / Personal
Not concrete / Concrete
Not easy to imagine / Easy to imagine
Not easy to relate to / Easy to relate to
Not easy to picture / Easy to picture

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Internal consistency (alpha = .89) was reported in the primary study.

Citation

Keller, Punam Anand and Lauren G. Block (1997), “Vividness Effects: A Resource-Matching Perspective,” Journal of Consumer Research, 24 (December), 295–304.

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Keywords

#consumerbehaviour

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