A Modified Scale for the Measurement of Communication-Evoked Mental Imagery

Document Type

Article

Publication Date

5-1-1998

Department

Marketing and Fashion Merchandising

Abstract

This article details the stages in developing a multiitem communication-evoked imagery processing scale. It builds on the foundation provided by Ellen and Bone (1991) by proposing three dimensions of imagery processing: vividness, quantity, and elaboration. Scale development procedures advocated by Churchill (1979) and techniques described by Gerbing and Anderson (1988) are applied. Qualitative and quantitative methods are employed. Face validity of the theoretical structure and items is assessed by consulting experts and employing judging procedures, respectively. Evaluation of the items is done across two separate samples in which reliability, convergent validity, discriminant validity, and nomological validity are exhibited. (C) 1998 John Wiley & Sons, Inc.

Publication Title

Psychology & Marketing

Volume

15

Issue

3

First Page

261

Last Page

278

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