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The effects of online product presentation on consumer responses: A mental imagery perspective

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  • Yoo, Jungmin
  • Kim, Minjeong

Abstract

This study investigates the effects of online product presentation on consumer responses from a mental imagery perspective and the moderating effect of style of processing (SOP). College women (N=550) participated in an online experiment using a 2 (picture: concrete consumption background vs. solid background)×2 (text: concrete descriptions vs. no descriptions) between-subjects factorial design. The findings suggest that product presentation with a relevant consumption background is more effective in evoking mental imagery than one with a solid white background. Mental imagery increases consumers' behavioral intentions by eliciting a positive emotional response to product presentations. The findings further show that descriptions of background in text interact with a picture of consumption background to stimulate mental imagery, depending on SOP (visualize vs. verbalizer). The results have practical implications for effective product presentations in online retailing.

Suggested Citation

  • Yoo, Jungmin & Kim, Minjeong, 2014. "The effects of online product presentation on consumer responses: A mental imagery perspective," Journal of Business Research, Elsevier, vol. 67(11), pages 2464-2472.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:11:p:2464-2472
    DOI: 10.1016/j.jbusres.2014.03.006
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    References listed on IDEAS

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