Imagining yourself in the scene: The interactive effects of goal-driven self-imagery and visual perspectives on consumer behavior
Publication in refereed journal

香港中文大學研究人員
替代計量分析
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其它資訊
摘要Consumers often imagine themselves in a scene and engage in such self-imagery while processing information. The goals that they have when they engage in such imagery (e.g., a goal to construct a story of the experience vs. a goal to acquire information) can influence how the mental images they generate affect judgments. When pictures from very different perspectives are provided, those trying to imagine themselves in the scene in order to create a story of the experience have to shift visual perspectives in order to imagine the entire experience. This shift in visual perspective can increase processing difficulty and decrease evaluations of the product or service being described. When individuals are simply imagining themselves acquiring information about the product or service, however, presenting information from different perspectives has a positive impact on evaluations. Four experiments confirmed these effects and the assumptions underlying their conceptualization. © 2014 by JOURNAL OF CONSUMER RESEARCH, Inc.
著者Jiang Y., Adaval R., Steinhart Y., Wyer Jr. R.S.
期刊名稱Journal of Consumer Research
出版年份2014
月份1
日期1
卷號41
期次2
出版社University of Chicago Press
出版地United States
頁次418 - 435
國際標準期刊號0093-5301
電子國際標準期刊號1537-5277
語言英式英語

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