Evoking the Imagination as a Strategy of Influence

Petrova, P.; Cialdini, Robert B.

doi:10.4324/9780203809570.ch19

Cited by 37 publications

(68 citation statements)

References 124 publications

(147 reference statements)

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“…Used in this latter fashion, vividness could help contrast the thesis of an argument (figure) against background material (ground). A number of past studies have found results consistent with this distinction (Frey & Eagly, 1993;Kelley, Gaidis, & Reingen, 1989;Kisielius & Sternthal, 1984;Petrova & Cialdini, 2005, 2008, but the present studies are the first to systematically examine the effects of figural versus ground vividness.…”

supporting

confidence: 65%

Figural Vividness and Persuasion: Capturing the “Elusive” Vividness Effect

Guadagno

Rhoads

Sagarin

2011

Pers Soc Psychol Bull

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Despite the widespread belief that the use of vividness in persuasive communications is effective, many laboratory studies have failed to find vividness effects. A possible explanation for this discrepancy is that many laboratory tests have not vivified solely the central thesis of the message but have vivified irrelevant portions of the message as well or instead. Two experiments examined the effect of vivifying the central ("figure") or noncentral ("ground") features of a message on persuasion. In both experiments, the formerly "elusive vividness effect" of superior persuasion was found, but only in vivid-figure communications. A mediation analysis revealed the salutary role of supportive cognitive elaborations, rather than memory for the communication, in mediating the vividness effect. The findings caution against attempts to persuade by increasing overall message vividness because off-thesis vividness has the unintended and undercutting consequence of distracting recipients from the point of the communication.

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supporting

confidence: 65%

Figural Vividness and Persuasion: Capturing the “Elusive” Vividness Effect

Guadagno

Rhoads

Sagarin

2011

Pers Soc Psychol Bull

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show abstract

“…Different results have been found though when looking into imagination-imagery's role in processing information (Escalas, 2004;Petrova and Cialdini, 2008;Phillips et al, 1995;Wang and Calder, 2006;Wohlfeil and Whelan, 2012), and not only for imagery-evoking marketing communications but also in the consumption of media hedonic products (Batat and Wohlfeil, 2009;Molesworth, 2009). In these cases, imagery does not seem to facilitate that consumers access their own mental systems and compare the incoming information with them (Lofman, 1991;Schlosser, 2003).…”

Section: Under the Umbrella Of Mental Imagery: Towards Understanding mentioning

confidence: 98%

“…This compels us to consider that the effects of imagination-imagery are not always dictated by cognitive elaboration but that other kinds of processes can intervene (see stages 3 and 4 in Figure 3). In particular, the theory of narrative transportation (Gerrig, 1993;Green and Brock, 2000), at first developed to explain readers' story processing, sheds new light on the mechanisms of imagination-imagery (Escalas, 2007;Petrova and Cialdini, 2008). As users do not see the effect that mental imagery could have on them (or they do not wish to interrupt the imagination-imagery experience, which requires many mental resources and proves to be fun), they might be temporarily disconnected from their surrounding reality and feel engrossed in a fantastical milieu (Escalas, 2004(Escalas, , 2007Green and Brock, 2000).…”

Section: Under the Umbrella Of Mental Imagery: Towards Understanding mentioning

confidence: 99%

Another look at ‘being there’ experiences in digital media: Exploring connections of telepresence with mental imagery

Rodríguez‐Ardura

Martínez–López

2014

Computers in Human Behavior

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Substantial multidisciplinary research has established foundational support for the consumer behaviour phenomenon that underlies the experience of telepresence within online social networks and other digital media products that provide hedonistic value. A review of major perspectives in this field provides justification of the important role mental imagery processes play in the phenomenon of telepresence. In line with this, we propose to extend existing approaches to mental imagery to reach the context of user experiences in digital media, and to theoretically connect telepresence with mental imagery. On this basis, and in conjunction with investigations bringing to light processes that intervene in the terrain of mental imagery, we present an integrative conceptual framework concerned with telepresence, and discuss the role of telepresence within a user's hedonistic usage of digital media products.2

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“…Other individual differences could be explored in conjunction with consumption visions. Petrova and Cialdini (, p. 514) have argued that two individual differences warrant more research attention: dispositional imagery vividness, or “individuals’ ability to generate vivid mental imagery,” and internal focus. These authors posited as well that people with a higher internal focus are more sensitive to their internal representations and thus to mental imagery.…”

Section: Discussionmentioning

confidence: 99%

The Role of Ad‐Evoked Consumption Visions in Predicting Brand Attitudes: A Relevancy Principle Model

Chang

2012

Psychology and Marketing

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This study examined ad‐evoked consumption visions to argue that when people are concerned about consumption experiences, they consider consumption visions relevant in formulating brand attitudes. To the degree that consumers perceive consumption visions as relevant, they should significantly influence brand attitudes. This research proposed a relevancy principle model to show that three possible factors likely enhance the relevancy of consumption visions and thus increase their influences on brand attitudes: product characteristics (i.e., hedonic nature), ad characteristics (i.e., consumption ad copy), and consumer characteristics (i.e., processing styles).

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Evoking the Imagination as a Strategy of Influence

Cited by 37 publications

References 124 publications

Figural Vividness and Persuasion: Capturing the “Elusive” Vividness Effect

Figural Vividness and Persuasion: Capturing the “Elusive” Vividness Effect

Another look at ‘being there’ experiences in digital media: Exploring connections of telepresence with mental imagery

The Role of Ad‐Evoked Consumption Visions in Predicting Brand Attitudes: A Relevancy Principle Model

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