IDEAS home Printed from https://ideas.repec.org/a/oup/jconrs/v32y2005i3p442-452.html
   My bibliography  Save this article

Fluency of Consumption Imagery and the Backfire Effects of Imagery Appeals

Author

Listed:
  • Petia K. Petrova
  • Robert B. Cialdini

Abstract

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 ineffective but even had a negative effect on product preferences. Providing evidence for its subjective nature, this imagery fluency effect was more likely for individuals attuned to their internal experiences. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Petia K. Petrova & Robert B. Cialdini, 2005. "Fluency of Consumption Imagery and the Backfire Effects of Imagery Appeals," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 442-452, December.
    • Handle: RePEc:oup:jconrs:v:32:y:2005:i:3:p:442-452
    DOI: 10.1086/497556
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/497556
    File Function: link to full text
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1086/497556?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:jconrs:v:32:y:2005:i:3:p:442-452. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://academic.oup.com/jcr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.