The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Imagery Vividness (Visual)
Sixteen, five-point Likert-type items are used to measure the clarity of mental images a person evokes. The scale measures a person's general visual imagery ability rather than the clarity of a particular stimulus under investigation. The scale has been referred to by several users as the Vividness of Visual Imagery Questionnaire (e.g., Childers 1985; Marks 1973).