Engaging Consumer Imagination to Expand Multisensory Experience

In the present study, we extend previous research that suggests that engaging consumers’ sensory imagination would expand the scope of their shopping and consumption experience and form a more positive product evaluation. We identify a number of trait and contextual boundary conditions that may qualify the effects of imagination on consumer evaluation and choice. In addition, we explore the psychological mechanism underlying the effects.


Ruby Saine and Philip Trocchia (2015) ,"Engaging Consumer Imagination to Expand Multisensory Experience ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 805-805.


Ruby Saine, University of South Florida
Philip Trocchia, University of South Florida St. Petersburg


NA - Advances in Consumer Research Volume 43 | 2015

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