The effects of online product presentation on consumer responses: A mental imagery perspective

• Published in: Journal of business research Vol. 67; no. 11; pp. 2464 - 2472
• Main Authors: Yoo, Jungmin, Kim, Minjeong
• Format: Journal Article
• Language: English
• Published: New York Elsevier Inc 01.11.2014; Elsevier Sequoia S.A
• Subjects: Business management; Concreteness; Consumer behavior; Consumption; Effectiveness studies; Electronic commerce; Emotion; Factorial experiments; Information processing; Internet; Mental imagery; Online retailing; Product presentation; Retail trade; Sales presentations; Mental imagery; Online retailing; Concreteness; Consumer behavior; Emotion; Product presentation

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...