Fluency of Consumption Imagery and the Backfire Effects of Imagery Appeals

  title={Fluency of Consumption Imagery and the Backfire Effects of Imagery Appeals},
  author={Petia K. Petrova and Robert B. Cialdini},
Existing research and widespread commercial usage suggest that appeals urging consumers to imagine the product experience have powerful effects on product preferences. Three studies examined the mediating role of imagery accessibility and demonstrated that the difficulty of imagery generation can reverse the generally observed positive effects of imagery appeals. When participants were low in imagery abilities or when the product was not presented in a vivid way, imagery appeals were not only… CONTINUE READING

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