ABSTRACT
Mental imagery has long been recognized by psychologists as a potent tool to increase learning and memory. Consumer research, on the other hand, has more recently begun to examine the effects of mental imagery on persuasion. While the use of visual stimuli (such as pictures) is a common way to elicit mental imagery, imagery can also be evoked through the use of rich verbal descriptions or through specific verbal instructions to consumers to imagine particular products or situations. Are these techniques effective in persuading consumers? What circumstances determine their effectiveness? Answers to such questions represent the first step toward developing an understanding of the role of verbal stimuli in eliciting mental imagery and thereby enhancing persuasion.
