Consumer Intentions to Revisit Online Retailers: A Mental Imagery Account

Abstract

The current research explores the role of Web site characteristics, such as animation and iconic navigation aids, in predicting consumers' self-reported intentions to revisit a retailer's Web site. An experimental study (n ‫؍‬ 339) shows that Web site characteristics do not affect revisit intentions directly but through the vividness of mental images that consumers hold of the Web site as a whole. Vivid mental Web site imagery is stimulated by animation and facilitated by individual tendencies to put faith in intuitive rather than rational thinking, while it does not relate to the use of icons in navigation. The implications of these findings for researchers, Web designers and marketers are discussed.

Envisioning a future purchase: The effects of consumption imagery perspective and identity on consumer motivation

“…When people contemplate a desired future purchase, they often form visual images of themselves buying and using the product (Argyriou, 2012;Keller & McGill, 1994;MacInnis & Price, 1987;Wyer, Hung, & Jiang, 2008), sometimes called consumption visions (Phillips, Olson, & Baumgartner, 1995;Walker & Olson, 1997) or consumption imagery (Petrova & Cialdini, 2005). They may picture themselves driving a shiny car off the lot, sporting a new handbag, or dining at a popular restaurant.…”

“…Previous research indicates that consumption imagery can have substantial effects on consumer motivation and choice (Argyriou, ; MacInnis & Price, ; Phillips et al., ; Wyer et al., ). In a classic demonstration, people were much more likely to subscribe to a cable TV service if they imagined themselves enjoying the benefits than if they only heard about them (Gregory, Cialdini, & Carpenter, ).…”

Analyzing the User Behavior toward Electronic Commerce Stimuli

“…In addition, Argyriou (2012) demonstrated that website characteristics do not affect revisit intentions directly but through the vividness of mental images that consumers hold of the website as a whole. Vivid mental website imagery is stimulated by animation and facilitated by individual tendencies to put faith in intuitive rather than rational thinking.…”

Stalking the “Vividness Effect” in the Preventive Health Message: The Moderating Role of Argument Quality on the Effectiveness of Message Vividness

“…Recent consumer research finds that when mental simulation occurs, consumers can immerge themselves in hypothetical consumption scenarios that favor advertisers' intentions. This can increase consumers' affective experience, and thereby reduce consumers' cognitive resources for substance based processing activities such as counter-arguing with message claims (Escalas, 2004;d'Astrous & Deschêches, 2005;Argyrious, 2012). In the advertising context, elaborate mental imagery often involves affect-laden consumption episodes or experiences.…”

“…In addition, vividness strategies can decrease consumers' effortful scrutiny of the message claims and, thus, reduce their counter-arguing with the message (Bone & Ellen, 1992;Escalas, 2004). However, these findings are mostly based on studies involving messages that focus on positive consumption experiences of a product, a service, or a desired behavior (d'Astous & Deschênes, 2005;Argyrious, 2012). Minimal attention has been given to vividness strategies that induce negative mental associations.…”