A scale for measuring advertisement-evoked mental imagery

This study reports on the formulation and validation of a multidimensional scale designed to measure the properties of advertisement-evoked mental imagery. The scale was developed using (1) procedures suggested by psychometrics researchers, (2) three separate subject samples and (3) 55 advertisements drawn from print, radio and television media. The scale designed to measure imagery vividness, quantity, valence and sensory modality, exhibited reliability as well as discriminant, nomological and criterion validity. The analyses revealed that the dimensionality of the scale is stable whether the advertising medium is print, radio or television.