3-E: Neurological Evidence For an Interrelation Between Imagery, Psychological Distance, and Construal

While many researchers have investigated the effects of visualization in marketing, limited research has directly explored the nature of mental images due to methodological limitations. In the present research, we employ fMRI technique to investigate consumers’ mental imagery. We found a fundamental relationship between mental imagery, psychological distance, and construal.


Paul E. Stillman, Hyojin Lee, Xiaoyan Deng, Rao Unnava, and Kentaro Fujita (2017) ,"3-E: Neurological Evidence For an Interrelation Between Imagery, Psychological Distance, and Construal", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1060-1060.


Paul E. Stillman, Ohio State University, USA
Hyojin Lee, San Jose State University, USA
Xiaoyan Deng, Ohio State University, USA
Rao Unnava, University of California Davis, USA
Kentaro Fujita , Ohio State University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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