Four, seven-point Likert-type items measure how much a person likes a website because of the way it looks.
The perceived heaviness of an object is measured in this scale using three, nine-point bi-polar adjectives.
This four-item, seven-point Likert-type scale is used for measuring the belief that if a new product were purchased it would be noticed by a reference group important to the consumer.
This three-item, seven-point bipolar adjective scale is used to measure the perceived quality of an audio/video product. The specific product used in the experiment by Gotlieb and Sarel (1992) was a VCR but the items would appear to be suitable for examining a variety of audio/video products such as televisions, DVD players, video game consoles, et cetera.
This is a three-item, seven-point, Likert-type scale measuring the degree to which a consumer believes that the quality of brands in a particular product category can be judged adequately by visual inspection rather than actual trial.
Six, nine-point, Likert-like items are used to measure the degree and ease with which a person reports images coming to mind while processing some specific stimulus. In the experiments conducted by Bone and Ellen (1992) as well as Miller and Marks (1992), the stimuli were mock radio commercials.
This 17-item, seven-point scale measures the degree and ease with which a person reports images coming to mind while processing some specific stimulus as well as the intensity of those images. Burns, Biwas, and Bibin (1993) referred to the measure as vividness.
Three, seven-point semantic differentials are used in this scale to measure the ease with which a person is able to process a visual stimulus. It is a combination of perceptual fluency (items #1 and #2) and conceptual fluency (item #3). Labroo, Dhar, and Schwarz (2008) referred to the scale both as ease of processing and a fluency index.
The items in this scale are purported to measure the degree to which a stimulus has evoked clear and relevant images in a person.
The scale is intended to measure the degree to which a person is immersed in some text (ad, story, poetry) such that its events and characteristics are more accessible than those in the person's real-world surroundings.
