Journal
JOURNAL OF BUSINESS RESEARCH
Volume 67, Issue 11, Pages 2464-2472Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2014.03.006
Keywords
Mental imagery; Concreteness; Emotion; Consumer behavior; Online retailing; Product presentation
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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) x 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. (C) 2014 Elsevier Inc. All rights reserved.
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