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Mental imagery is receiving increased attention in consumer behavior theory and research. This article describes imagery, characterizing it as a processing mode in which multisensory information is represented in a gestalt form in working memory and discusses research on the unique effects of imagery at low levels of cognitive elaboration. It specifies researchable propositions for the relationship between high elaboration imagery processing and consumer choice and consumption behaviors Finally, it reviews specific methods for studying imagery.

The research focus is individuals who have information about many kinds of products, places to shop, and other facets of the market, and initiate discussions with and respond to information requests from other consumers. Specifically, the authors develop a Likert-type scale to measure consumers’ propensity to provide general shopping and marketplace information. Consumers scoring high on this scale are referred to as “market mavens.” Based on a national sample of 1531 households, the findings indicate that market mavens exist and that other consumers recognize them. Consumers believe market mavens are influential in their purchasing decisions. The authors document the distinctness of market mavens from other influencers. They test several propositions about the market attitudes and behaviors of market mavens, but find no clear socioeconomic and demographic profile of these influencers. The results have implications for marketing managers and suggest a reexamination of the approach to information diffusion.

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