 The effects of online product presentation on consumer responses: A mental imagery perspectiveJungmin Yoo and Minjeong Kim Journal of Business Research, 2014, vol. 67, issue 11, 2464-2472 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. Keywords: Mental imagery; Concreteness; Emotion; Consumer behavior; Online retailing; Product presentation (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:67:y:2014:i:11:p:2464-2472 DOI: 10.1016/j.jbusres.2014.03.006 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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