Mental Ownership As Important Imagery Content

Silvia Feuchtl, University of Vienna, Austria
Bernadette Kamleitner, University of London, UK
Previous research has shown that mental imagery influences consumer experiences. Most research on mental imagery has focused on imagery vividness. What people actually imagine has hardly been assessed. We propose mental ownership as a powerful imagery content. An online experiment with 613 participants supports this proposition. Path models show that mental ownership partially mediates the effect of imagery vividness on attachment and attitudes, which in turn influence behaviour. In particular, mental ownership strongly predicts attachment, which significantly increases intentions towards getting the mere-mentally owned product.
[ to cite ]:
Silvia Feuchtl and Bernadette Kamleitner (2009) ,"Mental Ownership As Important Imagery Content", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 995-995.