Effects of Print Ad Pictures and Copy Containing Instructions to Imagine on Mental Imagery That Mediates Attitudes

I Saw It on the Radio: The Allocation of Attention to High-Imagery Radio Advertisements

“…Bone and Ellen (1992) concluded that production features of advertisements that are capable of evoking imagery processing include direct instructions to imagine, the use of descriptive or concrete language, and sound effects. Advertising researchers have uncovered generally positive effects of imagery and imagery processing on important advertising outcomes such as attitudes toward the advertisement, attention, and memory (Babin & Burns, 1997;Bone & Ellen, 1992;Miller & Marks, 1997;Unnava, Agarwal, & Haugtvedt, 1996). Clearly, high imagery advertisements can be effective at achieving advertising objectives; however, the specific cognitive processes that may underlie the positive effects of high-imagery advertisements are not well understood.…”

The mediating role of mental imagery in mobile advertising

“…Concrete pictures stimulate more vivid mental imagery than abstract pictures, but the quantity 21 and the elaboration of that mental imagery was not affected (Babin and Burns 1997 …”

Evoking the Imagination as a Strategy of Influence

“…Research examining the use of vivid information as an imagery-eliciting strategy has employed various ways to manipulate vividness; these include presence versus absence of pictures (Keller & Block, 1997;Kiseilius & Sternthal, 1984), concrete versus abstract pictures (Babin & Burns, 1997;Mitchell & Olson, 1981), concrete versus abstract words Rook, 1987), narrative versus statistical information (Keller & Block, 1997), and detailed product description versus expert ratings (Petrova & Cialdini, 2005). Based on the premise that concrete words can stimulate greater generation of imagery (MacInnis & Price, 1987;Pavio & Csapo, 1973;Pavio & Foth, 1970;Pavio, Yuille, & Madigan, 1968;Richardson, 1980), research demonstrates that messages using concrete wording are more persuasive than those using abstract wording (Adaval & Wyer, 1998;Rook, 1987).…”

“…Research in this direction reveals that instructing individuals to use their imagination while processing the product information (Keller & Block, 1997;Keller & McGill, 1994;Krishnamurthy & Sujan, 1999;McGill & Anand, 1989) or incorporating imagery appeals in an ad (Babin & Burns, 1997;Bone & Ellen, 1992;Escalas, 2004) can enhance product evaluations and the likelihood of purchasing the product. For example, in one of the fi rst studies on the eff ects of imagination in a consumer context (Gregory et al, 1982), half of the residents in a neighborhood were given information about the features of a cable service.…”