recent studies have found that individual differences in vviq scores can be used to predict changes in a person's brain while visualizing different activities. functional magnetic resonance imaging (fmri) was used to study the association between early visual cortex activity relative to the whole brain while participants visualized themselves or another person bench pressing or stair climbing. reported image vividness correlates significantly with the relative fmri signal in the visual cortex. thus, individual differences in the vividness of visual imagery can be measured objectively.