The Role of Imagery in Information Processing: Review and Extensions

Abstract

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.

Influence of hedonic and utilitarian values in determining attitude towards malls: A case of Indian small city consumers

“…Bloch and Richins (1983) postulate that hedonic values are characterized by heightened arousal, excitement, adventure and entertainment. Shopping behaviour provides excitement whereas the consumer interacts with the store environment and gives cues while they examine products ( Maclnnis and Price, 1987 ) that may be perceived as enjoyment.…”

A Content Analysis of Hotel Advertisements in China

“…Alesandrini (1983) argued that pictures not only highlight the message topic and its key points to the readers, but also conduce to catch the readers' attention [24]. Empirical studies have indicated pictures' superiority in memorability compared with words [25], [26]. Therefor, illustration is a critical complement to the headline and body copy of an advertisement, and assists the consumers' information processing and decision making [15].…”

Cultural differences in imagery generation: The influence of abstract versus concrete thinking

“…Abstract representation is somewhat alien for East Asians; they will therefore embody abstract cues with specific contexts (Cousins, 1989). For East Asians, imagery generation involves retrieval of past experience (Yuille and Catchpole, 1977); scenes of specific daily contexts retrieved from memory will create concrete imagery even in face of abstract cues (MacInnis and Price, 1987). Westerners are likely to generate more imagery when processing concrete ads than abstract ads, which is unlikely to happen in the case of East Asians.…”

“…The nature and amount of imagery generation can be altered by "priming" subjects or by providing them with specific "instructions to imagine" (MacInnis and Price, 1987). Just because Westerners are conditioned to think in abstract terms does not mean that only abstract information is stored in their memory.…”

“…Block, 1981;Bolls and Muehling, 2007;Cartwright et al, 1978;Edell and Staelin, 1983;Paivio, 1965). Imagery is the process by which concrete sensory information is represented in working memory (MacInnis and Price, 1987). Imagery could be multisensory (combination of smell, taste, sight, and touch), or be comprised of a single sense such as sight (MacInnis and Price, 1987).…”