Envisioning a future purchase: The effects of consumption imagery perspective and identity on consumer motivation

Abstract When people visualize a potential purchase, they can adopt either a first‐person or a third‐person perspective. The present research examines whether the perspective adopted would affect consumer motivation, and whether this effect would depend on the extent to which the imagined purchase is connected to identity. In four studies, third‐person imagery resulted in stronger consumer motivation than first‐person imagery, but only for purchases that were tied closely to identity. Furthermore, the results suggest that the motivational effect of third‐person imagery is not based on concerns about others’ views of the self, but rather on the extent to which one feels that the imagined behavior is tied closely to identity.