ABSTRACT
We know a lot about image and very little about experience. Image is a key concept in our field. Image as a concept is an essential part of the
mainstream model that we use in advertising and consumer psychology: information processing. There are theories about what images are like, how they are formed, and how they operate in memory. We distinguish types of images (i.e., visual and verbal) and have examined what happens when images are consistent or inconsistent with one another.
