ABSTRACT
Consumer researchers have long been interested in the effects of imagery on attitude change, and recently interest has surged (see Scott & Batra, 2003). This interest is due, at least in part, to the surfeit of potential pathways through which mental imagery can affect attitude change. In this chapter, we first consider the various mechanisms involved in image-mediated attitude change and then briefly summarize and discuss some of the moderating factors of the effects of imagery on attitude change. We then focus on one particular moderating variable: attentional resources. We propose a new model of attentional resources in the processing of persuasive communications and compare and contrast this model with extant models. Finally, we discuss some of the implications of our model for research into the role of imagery in consumer attitudes.
