Living a Second Life: the Role of Goals and Mental Imagery on Satisfaction Online

Diogo Hildebrand, Baruch College, USA
Sankar Sen, Baruch College, USA
Online virtual environments allow people to vicariously consume products, providing the utmost experience opportunity in the web. In one experiment we show how goals and mental imagery processing interact to affect individual state of flow and evaluation of the online experience.
[ to cite ]:
Diogo Hildebrand and Sankar Sen (2011) ,"Living a Second Life: the Role of Goals and Mental Imagery on Satisfaction Online", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.