Overcoming lower imagery ability through process priming
Sign Up to like & getrecommendations! Published in 2017 at "International Journal of Research in Marketing"
DOI: 10.1016/j.ijresmar.2017.08.004
Abstract: To promote services and products, marketers often prompt consumers' imagination through advertisements that include imagery appeals (e.g., “Imagine yourself here”). Yet, previous research shows that these appeals are ineffective among consumers with lower imagery ability… read more here.
Keywords: imagery appeals; imagery; lower imagery; imagery ability ... See more keywords
The Effects of Descriptive Imagery and Appeals on Emotions and Intentions Related to Pro-Environmental Behavior
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DOI: 10.3390/su11195257
Abstract: The aim of the present study is to assess whether reinforcing imagery affects the emotional valence and effectiveness of pro-environmental public service announcements (PSAs). Two experiments that utilized PSAs constructed from a combination of text-based… read more here.
Keywords: positive descriptive; imagery appeals; imagery; descriptive imagery ... See more keywords