The power of consumption-imagery in communicating retail-store deals
| Autor: | Aradhna Krishna, Nilüfer Z. Aydınoğlu |
|---|---|
| Rok vydání: | 2019 |
| Předmět: |
Marketing
Consumption (economics) Matching (statistics) Computer science Working memory media_common.quotation_subject Association (object-oriented programming) 05 social sciences Information processing Product (business) Human–computer interaction Perception 0502 economics and business 050211 marketing 050203 business & management Cognitive load media_common |
| Zdroj: | Journal of Retailing. 95:116-127 |
| ISSN: | 0022-4359 |
| DOI: | 10.1016/j.jretai.2019.10.010 |
| Popis: | We show that subtle differences in textual marketing communications can impact the evocation of consumption-imagery, implicitly subsuming all the senses, which consequently affects consumer attitudes toward the communication and the product. Specifically, we demonstrate, through four experiments, that retail-store deals which communicate stronger association between products (“get matching shirt free”) are more imagery-evocative compared to those with weaker association (“get second item free”), thereby impacting consumer evaluations. We use literature on imagery, sensory perception, and information processing, specifically relational and item-specific processing, to build our hypotheses. We also provide evidence for how working memory capacity limitations disrupt imagery processing. Our results on effective communication of retail-store deals are even more crucial in today's digital marketplace where imagery is especially important. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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