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Advertising strategists should be interested in visual imagery because it may represent a useful way to shape consumers' impressions. A framework is tested which casts visual imagery as a mediating factor and individual differences, such as style ofprocessing, as potential moderators of certain advertising strategies which elicit attitude and intentions differences in consumers. Results indicate that the vividness of visual imagery does operate as a latent cognitive construct when concrete wording is used in advertising copy. Instructions to imagine, however, are not found to induce visual imagery. It is concluded that visual imagery vividness has the potential to trace consumers' mental reactions to certain advertising strategies and to explain attitudinal and intentions consequences. Finally, suggestions for future research are discussed.

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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. ᭧