How product representation shapes virtual experiences and re-patronage intentions: the role of mental imagery processing and experiential value

Overmars, Suzanne; Poels, Karolien

doi:10.1080/09593969.2014.988279

Cited by 37 publications

(56 citation statements)

References 64 publications

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“…Burns et al (1993) argued that individuals can experience mental imagery in different sensory representations of ideas, feelings, and memories; that this mental imagery can vary in terms of vividness and quantity; and that mental imagery enables individuals to experience a sensory stimulus in the absence of a true stimulus. Much research from advertising literature has shown that when consumers lack actual product experiences, their mental imagery processing will be aroused by indirect product experiences, such as when you see a picture of a car, you may imagine yourself actually driving the car (Babin and Burns, 1997;Overmars and Poels, 2015). MacInnis and Price (1987) argued that the effect of self-related imagery on intentions might be explained in two ways: by the concreteness of the imagined scenarios and/or by the greater emotionality of the imagery.…”

Section: Mental Imagerymentioning

confidence: 99%

“…As such, consumers' mental imagery toward a product represented in their minds becomes critical information sources for their judgments (Yoo and Kim, 2014). Prior studies have found that product pictures presented on a website can arouse consumers' mental imagery, which, in turn, helps them to comprehend the product smoothly and to further influence their behavioral intention (Lee and Gretzel, 2012;Overmars and Poels, 2015). Although previous research has focused on print advertising and has usually included one external advertising stimulus (Babin and Burns, 1997;Lee and Gretzel, 2012), little is known about the interaction effects of more different stimuli, specifically in the context of shopping websites.…”

Section: Mental Imagerymentioning

confidence: 99%

“…A large amount of information leads to low processing fluency because people require more effort to extract physical features (Wu K. et al, 2016). Instead, the dynamic online product presentation can provide richer and more specific clues for activating consumer mental imagery than the static online production presentation (Overmars and Poels, 2015). Thus, when consumers are exposed to the presentation video, they will pay more attention to this dynamic and vivid visual information and subsequently evoke mental imagery of the product.…”

Section: Online Product Presentation and Mental Imagerymentioning

confidence: 99%

“…Multisensory information such as vision, touch, and smell can be processed and integrated by mental imagery, which arouses consumers' memories and imagination and has positive effects on their attitudes. The marketing literature has shown that mental imagery processing induced by an external marketing stimulus influences consumer cognitive and emotional responses (Babin and Burns, 1997;Yoo and Kim, 2014;Overmars and Poels, 2015). Since most people around us have no or little experience with smartwatches, consumers will perceive social risk when they plan to purchase smartwatches.…”

Section: Mental Imagery Affecting Perceived Social Risk Positive Emomentioning

confidence: 99%

See 3 more Smart Citations

Effect of Online Product Presentation on the Purchase Intention of Wearable Devices: The Role of Mental Imagery and Individualism–Collectivism

Wang

Liu

et al. 2020

Front. Psychol.

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The main objective of this study was to investigate how and when online product presentation influences individual purchase intention of wearable devices in China. This study hypothesized that online product presentation would influence individual mental imagery, which, in turn, would impact purchase intention through perceived social risk and positive emotion, but this effect would be moderated by individualismcollectivism value at the individual level. We performed a laboratory experiment (2 × 2) to collect the data (N = 254). The experimental results indicated that there was a significant interaction effect between the product feature presentation video and usage scenario presentation picture on mental imagery. In addition to a direct effect, mental imagery had an indirect effect on purchase intention through perceived social risk and positive emotion. Additionally, the behavioral effect of perceived social risk was moderated by individualism-collectivism. Specifically, compared with individualists, perceived social risk had a stronger impact on collectivists' purchase intention. This study contributes to a greater understanding of the mechanism through which online product presentation drives purchase intention, with a particular emphasis on how individualism-collectivism value at the individual level moderates consumers' intention to purchase wearable devices.

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Section: Mental Imagerymentioning

confidence: 99%

Section: Mental Imagerymentioning

confidence: 99%

Section: Online Product Presentation and Mental Imagerymentioning

confidence: 99%

Section: Mental Imagery Affecting Perceived Social Risk Positive Emomentioning

confidence: 99%

See 2 more Smart Citations

Effect of Online Product Presentation on the Purchase Intention of Wearable Devices: The Role of Mental Imagery and Individualism–Collectivism

Wang

Liu

et al. 2020

Front. Psychol.

View full text Add to dashboard Cite

show abstract

“…For instance, we adapted the items of fantasy and role-projection from these studies [32,34,39]. The scale items of escapism were adapted from these scholars [32,34,[40][41][42]. We have obtained and adapted the items of emotional involvement from these studies [34,42].…”

Section: Questionnaire Developmentmentioning

confidence: 99%

Playful-Consumption Experience in Digital Game Playing: A Scale Development

Abbasi

Ting

Hlavacs

2017

Entertainment Computing – ICEC 2017

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This paper intends to develop a scale to measure a videogame player's emotional, sensory, and imaginal experiences in digital gaming. We first define the construct of playful-consumption experience in videogame playing and accordingly, develop a scale for measuring playful experiences in videogames. We collected the data of 225 valid respondents which were further analyzed through exploratory factor analysis (EFA) and reliability analysis. The results of EFA and reliability analysis reported that the loaded items were emerged into a seven factor solution and all constructs have good reliability. This study is unique in the videogame literature as it uses the theoretical definition of playfulconsumption experience to define and measure the player's experiences in videogame playing as playful-consumption experience of videogame play.

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To touch or not to touch: Examining the role of choice set size

Liu

Kaikati

Arnold

2022

Psychology and Marketing

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Touch is a powerful means to explore one's environment and a critical sensory modality for information gathering. Previous research has shown the positive effects of product touch on key outcomes such as perceived product ownership and choice confidence, yet only in the context of consumers examining a solitary product or a small choice set. The current research draws on the choice overload hypothesis to examine whether a large choice set size attenuates the positive effects of touch. Our findings suggest that product touch results in more positive outcomes when choice sets are small (vs. large), with perceived choice difficulty mediating this effect (Experiment 1). The interactive effect of choice set size and touch is diminished in situations where touch conveys limited additional product information (Experiment 2). Further, we find that touching a large choice set can be advantageous among certain consumers, as those with a maximizing mindset respond more favorably to a large choice set when they can touch the items versus not (Experiment 3). We discuss research implications for the literatures on product touch, choice overload, and consumer mindsets, and practical implications for marketers as pertaining to assortment management, message framing, and online retail shopping environments.

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How product representation shapes virtual experiences and re-patronage intentions: the role of mental imagery processing and experiential value

Cited by 37 publications

References 64 publications

Effect of Online Product Presentation on the Purchase Intention of Wearable Devices: The Role of Mental Imagery and Individualism–Collectivism

Effect of Online Product Presentation on the Purchase Intention of Wearable Devices: The Role of Mental Imagery and Individualism–Collectivism

Playful-Consumption Experience in Digital Game Playing: A Scale Development

To touch or not to touch: Examining the role of choice set size

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