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

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.



Citation:

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.

Authors

Diogo Hildebrand, Baruch College, USA
Sankar Sen, Baruch College, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

D2. When a Negative Review Can Help the Company: the Role of the Unfairness and Empathy

Maria Alice Pasdiora, UFRGS
Cristiane Pizzutti, UFRGS
Natalia Englert, UFRGS

Read More

Featured

Collaborative Work as Catalyst for Market Formation: The Case of the Ancestral Health Market

Burcak Ertimur, Fairleigh Dickinson University
Steven Chen, California State University, Fullerton

Read More

Featured

Beyond Subjectivity: Competing Governance Regimes and the Socio-Material Construction of Rational Consumer Action

Lena Pellandini-Simanyi, Università della Svizzera Italiana

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.