A scale for measuring advertisement-evoked mental imagery

Miller, Darryl W.; Hadjimarcou, John; Miciak, Alan R.

doi:10.1080/135272600345525

Cited by 80 publications

(86 citation statements)

References 4 publications

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“…Mental imagery, defined as "a mode of cognition involving the activation of perceptual knowledge stored in memory" (Miller, Hadjimarcou, andMiciak 2000, cited in Lee andGretzel 2012, 2), is important because it tends to mediate an individual's attitudinal and behavioral responses to communication. A number of studies (Miller and Stoica 2004;Lee, Gretzel, and Law 2010;Lee and Gretzel 2012;Walter, Sparks, and Herington 2007) make a compelling case for the importance of mental imagery in tourism communication.…”

Section: Persuasive Communicationmentioning

confidence: 99%

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Assessing the Efficacy of Communication Interventions for Shifting Public Perceptions of Park Benefits

Weiler

Moyle

Wolf

et al. 2016

Journal of Travel Research

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One way national parks can sustain their societal relevance and ensure ongoing political and community support is through conscious and deliberate repositioning. This study investigates the potential for psychologically repositioning national parks using persuasive communication designed to shift public perceptions of the benefits of visitor experiences in parks. The experimental communication interventions were selected to target benefits where gaps were identified between the perceptions of park managers and the parks' constituent publics. Using a pre-post design on 1,055 respondents split evenly across two Australian states, the experiment revealed that the website and the video used as interventions were highly effective at improving public perceptions of park benefits. This was attributed to the persuasiveness of the website and the video, which respondents rated as having positive valence, as highly vivid and as credible. This research provides theoretically informed insights into the application of persuasive communication theory to psychologically reposition national parks.

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Section: Persuasive Communicationmentioning

confidence: 99%

“…First, the pilot study included a test for priming, that is, to what extent differences between respondents' pre-and (2012), adapted from Miller, Hadjimarcou, and Miciak (2000). Note: Scores for the items in each dimension were averaged to create a 1-7 score.…”

Section: Pilot Testmentioning

confidence: 99%

Assessing the Efficacy of Communication Interventions for Shifting Public Perceptions of Park Benefits

Weiler

Moyle

Wolf

et al. 2016

Journal of Travel Research

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“…Scales of verbal descriptions of imagery in advertising research are becoming increasingly refined (Miller, Hadjimarcou, & Miciak, 2000). Further, the previously mentioned theoretical perspectives in advertising suggest the strong possibility of major imagery effects.…”

Section: Relevance To Consumer Researchmentioning

confidence: 98%

A nonverbal test of naturalistic memory for alcohol commercials

Stacy

Pearce

Zogg

et al. 2004

Psychology and Marketing

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This study investigated some of the most important properties of a nonverbal test of memory for alcohol commercials. Nonverbal tests may be important for a wide range of applied research questions. Several distinct streams of basic and advertising-related research provide justification for more research on this class of test in consumer and applied health research. These lines of research also suggest ways to improve applications and assessments, as implemented in the present study. Improving assessments and expanding the methods underlying them is useful for consumer as well as public health research on the effects of television commercials among adolescents and adults.

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“…Of a particular interest are the scales of Ellen and Bone (), Babin and Burns (), and Miller et al . (), which were developed within the context of advertising.…”

Section: The Theoretical Framework Of Mental Imagerymentioning

confidence: 99%

Scaling mental imagery: an application to commercial web sites

Frikha

Khrouf

2013

Int J Consumer Studies

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This study develops a comprehensive scale for measuring customers' mental imagery for commercial web sites. Following Churchill's framework, a number of methodological instruments including two focus groups (the first with 4 experts and the second with 9 PhD students) and three surveys (151 students for the first survey, 205 and 200 web surfers, respectively, for the second and the third surveys) are used. The confirmatory factor analysis (CFA) resulted in a multiple‐item (13 items) scale with four dimensions; quantity/ease, links, vividness/clarity and valence, which seems to exhibit evidence of reliability and validity.

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A scale for measuring advertisement-evoked mental imagery

Cited by 80 publications

References 4 publications

Assessing the Efficacy of Communication Interventions for Shifting Public Perceptions of Park Benefits

Assessing the Efficacy of Communication Interventions for Shifting Public Perceptions of Park Benefits

A nonverbal test of naturalistic memory for alcohol commercials

Scaling mental imagery: an application to commercial web sites

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