The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
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).