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

Abstract

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).

Applying experiential marketing in selling tourism dreams

“…Moreover, the successful design of experiential stimuli relies on content development. For example, pictorial advertisements displaying product consumption are better than pictorial advertisements showing only the product itself in inducing tourist high-elaboration imagery processing (Beichen & Cherian, 2010;Chang, 2012;Yoo & Kim, 2014). Advertisements containing natural pictures (Sparks & Wang, 2014), pictures of similar perspectives (Jiang et al, 2014) and photos of tangible features (versus intangible features) (Ding & Keh, 2017) are more likely to be processed at higher levels of imagery elaboration and imagery vividness.…”

“…An instruction to imagine is effective in attracting tourists' attention (Babin & Burns, 1997) and engaging the audience in imagery processing (Hung & Mukhopadhyay, 2011;Kamleitner, 2011). However, the inclusion of such instructions may be negative if the advertisement does not have a visual appeal (Chang, 2012;Walters et al, 2007) or the targeted audience has low imagery ability (Petrova & Cialdini, 2005).…”

Brand Value Assessment in Terms of Contemporary Global Challenges

“…Similar attituted in which is brand seen as a logo, but in connection with customer perpectives was applied by Machado et al (2015). On the other side there are studies considering the strong relationship between consumptions vision and formulations of brand attitudes (Chang 2012).…”

Natural and Built Photographic Images: Preference, Complexity, and Recall

“…This selfrelated mental imagery is also sometimes called consumption vision and has attracted some attention from tourism scholars (i.e., Chang, 2012;Lee & Gretzel, 2012;Walters et al, 2007). Escalas (2004) points out that people use mental simulation to construct narrative for what it is like, or will be like, to be situated in a consumption experience with a particular product.…”

“…Personal and internalized mental pictures of a destination elicited as part of consumption vision differ from destination image, which concerns the publicly held common mental image of a destination (Walters et al, 2007). Mental imagery contributes to the creation of a consumption vision and is particularly relevant to the evaluation of hedonic experiences (e.g., tourism experiences) that are associated with pleasure, fantasy, and fun (Chang, 2012). The lack of tangibility of tourism products also makes consumption vision particularly influential and possibly the only information source for tourists with no prior experience with the destination in the early stages of decision-making (Walters et al, 2007).…”