Beyond the Obvious: Chronic Vividness of Imagery and the Use of Information in Decision Making

Pham, Michel Tuan; Meyvis, Tom; Zhou, Rongrong

doi:10.1006/obhd.2000.2924

Cited by 36 publications

(7 citation statements)

References 45 publications

(65 reference statements)

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“…Imagery can actually attenuate the effect of such information because people who are good imagers tend to ignore information that is obvious and look for information that is non-obvious. Thus, imagery is likely to amplify the effects of vivid information only when this is the sole information available to individuals (Pham, Meyvis, & Zhou, 2001).…”

Section: Imagery Elicited By Picturesmentioning

confidence: 99%

Seeing and thinking in pictures: A review of visual information processing

Adaval

Saluja

Jiang

2018

Consumer Psychology Review

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Constructive and ecological theories of perception raise questions about whether visual perception is inherently data-driven (bottom-up) or interpreted in terms of higherorder cognitions (top-down). Analogies between these theoretical perspectives and the two visual systems involved in visual perception (the dorsal and ventral stream) suggest that the literature on visual information processing can be organized around two types of processes: object processing and spatial processing. Object processing involves the identification and recognition of stimuli in the environment and is shaped by existing concepts and associations in memory. It is associated with the processing of properties of objects such as color, size, shape, and pictorial details that are considered in this review. Spatial processing involves the perception of location, movement, spatial relations, and transformation of objects and other stimuli. Imagery-based processes that are used to transform marketing stimuli in order to simulate various possibilities are reviewed in this section along with individual differences in spatial and visual abilities.

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Section: Imagery Elicited By Picturesmentioning

confidence: 99%

Seeing and thinking in pictures: A review of visual information processing

Adaval

Saluja

Jiang

2018

Consumer Psychology Review

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“…Mental imagery supports several aspects of healthy as well as pathological cognition and has received considerable interest in cognitive psychology research. Different kinds of imagery relate to a range of processes such as memory recall and future thinking (Moulton & Kosslyn, 2009;Schacter et al, 2007), decision-making (Pham et al, 2001), navigation (Bocchi et al, 2017), and mental training (Clark et al, 2012), but also pathological symptomatology (e.g., obsessive-compulsive disorder, posttraumatic stress disorder; American Psychiatric Association, 2013). Pearson (2007) describes mental imagery as the simulation or re-creation of perceptual experience in the absence of a corresponding direct external stimulus from the physical environment.…”

Section: Introductionmentioning

confidence: 99%

Individual differences in mental imagery in different modalities and levels of intentionality

2021

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Mental imagery is a highly common component of everyday cognitive functioning. While substantial progress is being made in clarifying this fundamental human function, much is still unclear or unknown. A more comprehensive account of mental imagery aspects would be gained by examining individual differences in age, sex, and background experience in an activity and their association with imagery in different modalities and intentionality levels. The current online study combined multiple imagery self-report measures in a sample (n = 279) with a substantial age range (18–65 years), aiming to identify whether age, sex, or background experience in sports, music, or video games were associated with aspects of imagery in the visual, auditory, or motor stimulus modality and voluntary or involuntary intentionality level. The findings show weak positive associations between age and increased vividness of voluntary auditory imagery and decreased involuntary musical imagery frequency, weak associations between being female and more vivid visual imagery, and relations of greater music and video game experience with higher involuntary musical imagery frequency. Moreover, all imagery stimulus modalities were associated with each other, for both intentionality levels, except involuntary musical imagery frequency, which was only related to higher voluntary auditory imagery vividness. These results replicate previous research but also contribute new insights, showing that individual differences in age, sex, and background experience are associated with various aspects of imagery such as modality, intentionality, vividness, and frequency. The study’s findings can inform the growing domain of applications of mental imagery to clinical and pedagogical settings.

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“…They further showed that the magnitude of this mental capacity moderates the degree to which consumers erroneously associate concepts of brand softness (vs. hardness) to logo circularity (vs. angularity). Research suggests that people systematically vary by the magnitude of these two resources, and thus their tendency to process phonological versus visuospatial information (Childers et al, 1985; Jiang & Wyer, 2009; Pham et al, 2001; Wyer et al, 2008), classifies individuals to verbalizers versus visualizers (Childers et al, 1985; Jiang et al, 2016). These cognitive resources are depletable.…”

Section: Conceptual Backgroundmentioning

confidence: 99%

The logo ‘visual thickness effect’: When and why it boosts brand personality

Eyni

Thongpapanl

Ashraf

et al. 2023

J of Consumer Behaviour

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Although the literature suggests that logos impart symbolic meanings via visual elements that influence consumers' early evaluation of brands, few such elements have been studied, with others (e.g., logo thickness) awaiting scholarly investigation.According to the literature, visual thickness seems to influence perception of power and consumers' consequent judgments. This research tests and theorises the influence of the logo visual thickness effect on consumer behaviour. Results of five studies employing more than 4000 MTurk participants and 20 fictitious logos suggest that thick logos boost perception of brand personality mediated by a pronounced perception of brand power. In addition, the logo-thickness-induced perception of brand power is negatively moderated by consumers' level of perceived power of the self.

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Beyond the Obvious: Chronic Vividness of Imagery and the Use of Information in Decision Making

Cited by 36 publications

References 45 publications

Seeing and thinking in pictures: A review of visual information processing

Seeing and thinking in pictures: A review of visual information processing

Individual differences in mental imagery in different modalities and levels of intentionality

The logo ‘visual thickness effect’: When and why it boosts brand personality

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