The Role of Imagery in Information Processing: Review and Extensions
Journal of Consumer ResearchPublished 1 March 1987
Deborah J. MacInnis, Linda L. Price
Citations1,249
SJR quartileQ1
SJR score8.56
SNIP3.32
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Abstract
Mental imagery is receiving increased attention in consumer behavior theory and research. This article describes imagery, characterizing it as a processing mode in which multisensory information is represented in a gestalt form in working memory, and discusses research on the unique effects of imagery at low levels of cognitive elaboration. It specifies researchable propositions for the relationship between high elaboration imagery processing and consumer choice and consumption behaviors. Finally, it reviews specific methods for studying imagery.
Keywords
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