Overcoming lower imagery ability through process priming
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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