Imagine Yourself in Use: Measuring the Construct of Consumption Vision

In spite of its importance, the consumption vision construct has seen limited adoption in identification of effective marketing communications. The current study aims to clarify this construct and present a measurement tool for future researchers and practitioners.


Mark Yi-Cheon Yim and Paul Sauer (2013) ,"Imagine Yourself in Use: Measuring the Construct of Consumption Vision", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.


Mark Yi-Cheon Yim, Canisius College, USA
Paul Sauer, Canisius College, USA


NA - Advances in Consumer Research Volume 41 | 2013

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