Unleashing the Imagination Through Priming: Prompting and Facilitating Effects of the Imagery Mindset

Massimiliano Ostinelli, University of Wisconsin-Milwaukee, USA
Ulf Bockenholt, McGill University, Canada
This paper investigates how the effectiveness of imagery-evoking messages may be enhanced through priming procedures. Two studies suggest that performing a task that elicits mental imagery (e.g., reading imagery-evoking product descriptions), as opposed to an abstract one (e.g., reading product ratings), may activate an imagery mindset that increases the persuasiveness of imagery-evoking advertisements subsequently presented. Two additional studies provide evidence that this effect may be moderated by one’s ability to imagine (i.e., dispositional imagery vividness) and the presence of imagery instructions.
[ to cite ]:
Massimiliano Ostinelli and Ulf Bockenholt (2010) ,"Unleashing the Imagination Through Priming: Prompting and Facilitating Effects of the Imagery Mindset ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 642-643 .