Influence of visual elements on mental imagery

L'influence des éléments visuels sur l'imagerie mentale

Cédrick Gautier ()
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Cédrick Gautier: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage

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Abstract: The purpose of this article is to analyze how the visual elements of an image (of a photograph for example) contribute to the development of visual mental images of memory and / or imagination. Then, it aims to determine if such an image can plunge the consumer into an imagined experience as strong as a narrative communication. After a literature review highlighting concepts of mental imagery and anticipated consumption experience, an exploratory study is conducted with fourteen people. This study shows how the central and peripheral visual elements lead individual to generate visual mental images of memory and / or imagination and mental images of himself, leading him to live an anticipated consumption experience.

Keywords: éléments visuels; Imagerie mentale; Image; Expérience de consommation anticipée (search for similar items in EconPapers)
Date: 2018-03-23
Note: View the original document on HAL open archive server: https://univ-angers.hal.science/hal-03373311
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Published in 4ème Journées de recherche en marketing du Grand Est, Mar 2018, Mons, Belgique

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03373311

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