ABSTRACT
Visuals have been far and away the most valuable research stimuli. Human thought is imaged based. The Desired Experience of Weight Watcher members and prospective members are to feel a high sense of self-esteem. Teaching members how to take charge of their food intake so they could lose weight is the functional benefit of the brand. But the ultimate benefit is emotional, to feel better about oneself, to have a positive outlook. In most cases people do not uncover near perfect images. It does not matter. If an image expresses the right concept to target consumers, e.g., high self-regard, accomplishment, consumers will select it. People's memory and imagination know what they want the image to convey to go from a good concept to the ideal image in their mind. So, even without perfect images, they can learn, with the consumer's help, how to make it reflect their aspirations.
