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Interactive Effects of Presentation Modality and Message-Generated Imagery on Recall of Advertising Information

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  • Unnava, H Rao
  • Agarwal, Sanjeev
  • Haugtvedt, Curtis P

Abstract

We argue that imaging is a cognitive process that uses the same mental resources as perception. Therefore, when imaging and perception compete for the same resources, message elaboration and learning should be undermined. Two experiments are reported that provide support for this theorizing. In the first experiment, the learning of visual or auditory imagery-provoking information is adversely affected by reading or listening, respectively. In the second experiment, information with high levels of visual imagery is found to be learned better than information with low levels of visual imagery when the information is presented auditorily, but the reverse occurs when information is present visually. Copyright 1996 by the University of Chicago.

Suggested Citation

  • Unnava, H Rao & Agarwal, Sanjeev & Haugtvedt, Curtis P, 1996. "Interactive Effects of Presentation Modality and Message-Generated Imagery on Recall of Advertising Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(1), pages 81-88, June.
    • Handle: RePEc:oup:jconrs:v:23:y:1996:i:1:p:81-88
    DOI: 10.1086/209468
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    Cited by:

    1. Liang, Beichen & Kale, Sudhir H., 2012. "Cultural differences in imagery generation: The influence of abstract versus concrete thinking," Journal of Business Research, Elsevier, vol. 65(3), pages 333-339.
    2. Ryan S Elder & Ann E Schlosser & Morgan Poor & Lidan Xu & Darren DahlEditor & JoAndrea HoeggAssociate Editor, 2017. "So Close I Can Almost Sense It: The Interplay between Sensory Imagery and Psychological Distance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 877-894.
    3. Cowan, Kirsten & Spielmann, Nathalie & Horn, Esther & Griffart, Clovis, 2021. "Perception is reality… How digital retail environments influence brand perceptions through presence," Journal of Business Research, Elsevier, vol. 123(C), pages 86-96.
    4. Cauberghe, Verolien & De Pelsmacker, Patrick & Janssens, Wim, 2010. "Simultaneous exposure to a program and advertising content in an interactive context: Perceptual and semantic interference and reinforcement," Journal of Business Research, Elsevier, vol. 63(9-10), pages 972-978, September.
    5. Diana Gavilan & Maria Avello, 2020. "Brand-Evoked Mental Imagery: The Role of Brands in Eliciting Mental Imagery," SAGE Open, , vol. 10(4), pages 21582440209, November.
    6. Lee, Woojin & Gretzel, Ulrike, 2012. "Designing persuasive destination websites: A mental imagery processing perspective," Tourism Management, Elsevier, vol. 33(5), pages 1270-1280.
    7. Sharma, Varun & Estes, Zachary, 2024. "Seeing is smelling: Pictures improve product evaluations by evoking olfactory imagery," International Journal of Research in Marketing, Elsevier, vol. 41(2), pages 282-307.
    8. Mikhailitchenko, Andrey & Javalgi, Rajshekhar (Raj) G. & Mikhailitchenko, Galina & Laroche, Michel, 2009. "Cross-cultural advertising communication: Visual imagery, brand familiarity, and brand recall," Journal of Business Research, Elsevier, vol. 62(10), pages 931-938, October.
    9. Gavilan, Diana & Avello, Maria & Abril, Carmen, 2014. "The mediating role of mental imagery in mobile advertising," International Journal of Information Management, Elsevier, vol. 34(4), pages 457-464.
    10. Kim, Minjeong & Kim, Jung-Hwan & Park, Minjung & Yoo, Jungmin, 2021. "The roles of sensory perceptions and mental imagery in consumer decision-making," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    11. L. Balbo & M.L. Gavard-Perret, 2010. "L'utilisation du cadrage des conséquences au sein des messages de sante publique : bilan et perspectives pour la recherche en marketing," Post-Print halshs-00534782, HAL.

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