The Counterproductive Effects of Fantasies: How Visualizations of Goal Attainment Demotivate Consumer Behavior

Kamila Sobol, Concordia University, Canada
Peter Darke, York University, Canada
While previous research generally emphasized the merits of mental imagery in marketing, we argue that imagery-inducing persuasion tactics should be used with caution, as they can backfire and potentially demotivate consumers from buying advertised products. Our findings reveal that abstract (versus concrete) goal visualizations demotivate subsequent goal-congruent choices and behaviors.
[ to cite ]:
Kamila Sobol and Peter Darke (2014) ,"The Counterproductive Effects of Fantasies: How Visualizations of Goal Attainment Demotivate Consumer Behavior", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 688-689.