The Generation and Consequences of Communication-Evoked Imagery

Consumer researchers seem to believe that the use of imagery increases recall, enhances attitude toward the brand, and positively affects behavioral intentions. Yet few empirical investigations of imagery effects have been conducted in a consumer-behavior context. In this article, we provide a theoretical rationale based on extant literature as to which imagery content variables may influence imagery and how imagery may, in turn, affect key purchase-related variables such as attitudes and behavioral intentions. In addition, the results of two empirical investigations are presented. These studies address how self versus other relatedness and situation plausibility affect the degree of reported imagery and subsequently affect ad and brand evaluations. The results of the two studies show that the focal character and plausibility of the imagined scene influence the degree of imagery evoked by the message. Focal character is shown to directly affect attitude toward the ad. In addition, we find that imagery directly influences attitude toward the ad but has no effect on attitude toward the brand or behavioral intentions.