Unleashing the Imagination Through Priming: Prompting and Facilitating Effects of the Imagery Mindset
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.
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 .
Massimiliano Ostinelli, University of Wisconsin-Milwaukee, USA
Ulf Bockenholt, McGill University, Canada
NA - Advances in Consumer Research Volume 37 | 2010
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