Imagining Is Better Than Seeing: How Perceptual Difficulty Increases Indulgence

Perceptual difficulty of product stimuli for vices leads consumers to focus on elaborated imagery (vs. discursive) processing of the vices, which in turn increases consumption intentions for the vices. Product type, type of product information, visual cognitive load, and individual differences in curiosity moderate this effect.


Aekyoung Kim, Saerom Lee, and Margaret Meloy (2019) ,"Imagining Is Better Than Seeing: How Perceptual Difficulty Increases Indulgence", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 691-692.


Aekyoung Kim, University of Sydney, Australia
Saerom Lee, University of Texas at San Antonio, USA
Margaret Meloy, Pennsylvania State University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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