search query: @author Ellen, P. / total: 2
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| Author: | Bone, P. Ellen, P. |
| Title: | The Generation and Consequences of Communication-evoked Imagery |
| Journal: | Journal of Consumer Research
1992 : JUNE, VOL.19, p.93-l04 |
| Index terms: | CONSUMER BEHAVIOUR CONSUMER EXPECTATIONS PRODUCT INFORMATION |
| Language: | eng |
| Abstract: | A theoretical background is provided as to why imagery should affect attitudinal and behavioural constructs and why imagery content should influence the degree of imagery evoked. Two empirical studies are presented which provide evidence of the direct and indirect effects of imagery content and the degree of evoked imagery on key purchase-related variables. |
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