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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

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The Role of Imagery in Information Processing: Review and Extensions

Deborah J. MacInnis, Linda L. Price
DOI: http://dx.doi.org/10.1086/209082 473-491 First published online: 1 March 1987


Mental imagery is receiving increased attention in consumer behavior theory and research. This article describes imagery, characterizing it as a processing mode in which multisensory information is represented in a gestalt form in working memory, and discusses research on the unique effects of imagery at low levels of cognitive elaboration. It specifies researchable propositions for the relationship between high elaboration imagery processing and consumer choice and consumption behaviors. Finally, it reviews specific methods for studying imagery.

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