Fluency of Consumption Imagery and the Backfire Effects of Imagery Appeals (original) (raw)
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Journal of Consumer Research
Consumers often imagine themselves in a scene and engage in such self-imagery while processing information. The goals that they have when they engage in such imagery (e.g., a goal to construct a story of the experience vs. a goal to acquire information) can influence how the mental images they generate affect judgments. When pictures from very different perspectives are provided, those trying to imagine themselves in the scene in order to create a story of the experience have to shift visual perspectives in order to imagine the entire experience. This shift in visual perspective can increase processing difficulty and decrease evaluations of the product or service being described. When individuals are simply imagining them-selves acquiring information about the product or service, however, presenting information from different perspectives has a positive impact on evaluations. Four experiments confirmed these effects and the assumptions underlying their conceptualization.
Journal of Consumer Research, 2003
The research agenda for this article is to examine how individuals process information presented through virtual interaction with a product (object interactivity) and the impact that this has on their purchase intentions if they are looking for an aesthetic experience (browsers) or to find specific information (searchers). It is proposed that the congruency between users' goals and the delivery of product information will influence discursive processing and thus attitudes. However, what is most effective for creating favorable product attitudes is not necessarily most effective in raising purchase intentions. This is because imagery processing should play a more prominent role in affecting purchase intentions because, when estimating their own behavior, people likely run a mental simulation of themselves performing that behavior. It is predicted that object interactivity will evoke vivid mental images of product use regardless of the users' goals and thus increase intentions. The results of four experiments support these hypotheses.
Gadjah Mada International Journal of Business, 2020
This research builds on a study of advertisement-evoked imagination scale developed by Dewi and Ang (2015). The imagination scale contains four types of imagination, that is, benefit-anticipatory imagination, emotional-bonding imagination, symbolic imagination, and mind-wandering imagination.In this paper, the proposed constructs of the imagination types are related to other relevant constructs existing in marketing literature.The purpose of this research is twofold. First, it establishes the nomological validity of the imagination measures by placing it in the context of hedonic-utilitarian concepts proposed by Holbrook and Hirschman (1983). Second, the research empirically studies the effect of situational factor, that is concrete versus abstract advertisement execution, on imagination elicitation. The study is an experiment which employs mixed factor design involving eight sub-groups of participants. Results of the research demonstrate the nomological validity of the imagina...
Show me the product, show me the model: Effect of picture type on attitudes toward advertising
Journal of Consumer Psychology, 2014
We suggest that a consideration of consumer self-evaluations is fundamental to understanding the conditions under which it is more advantageous to present person or product pictures in print advertisements. We build on the basic human motives of self-enhancement and selfverification to propose that the specific self-esteem level of consumers, in the domain relevant for the category, differentially affects their responses to picture type. Specifically, for consumers with low (high) domain-specific self-esteem, depicting a product (person) in the advertisement enhances attitudes toward the advertisement more than depicting a person (product). In two studies, we demonstrate the proposed matching relationships using two different domains of consumer self-evaluation: appearance self-esteem and academic self-esteem. We also show that increased and more fluent generation of self-related mental imagery drives the observed improvement in attitudes toward the advertisement. Our findings suggest direct implications for advertising design.
Journal of Marketing Communications, 2013
An experiment was conducted to examine the effects of consumer preexisting mood as a contextual factor on consumers' response to imagery-inducing advertisements. The results showed that positive mood seemed to be the most productive context for an imagery ad. Positive mood increased consumers' positive affective state and increased their subsequent brand attitudes. In addition, the results showed that consumers' mood state can also affect the processing mode consumers actually adopt while viewing an ad, and thus indirectly affect brand attitude. Positive mood state was shown to facilitate the induction of mental imagery processing, and at the same time distract detailoriented analytical processing. As a result, evaluation of the ad was enhanced. On the other hand, negative mood was shown to reduce the intended mental imagery processing, but it appeared to encourage a detail-oriented analytical processing. As a result, consumers remembered more accurately the specific ad claims, but were not affected as much by the imagery-inducing appeals.
The Effects of Rhetoric on Experiential Responses to Advertising
2012
Rhetoric, considered for a long time as reserved only for a verbal discourse, is applied to image in advertising. Rhetoric figures act on consumer responses to advertisement. This study proposes to verify, through experimentation, the effect of visual and verbal rhetoric on experiential responses to advertising. We set out to measure the impact of visual and verbal figures within an advertising context on emotions; imagery, immersion, attitude toward the ad and attitude toward the brand. The moderating role of involvement is also tested. We report an experiment that isolates the effect of figures, which is applied to picture and text. Results suggest that using figures can significantly enhance the effectiveness of a print advertising. Rhetorical figures have a positive effect on emotions, immersion and attitude toward the brand. Attitude toward the ad, mental imagery are partially influenced by figures. Visual figures have a better effect on emotions. Verbal figures led to a more f...
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