Track

KSCT

Presentation Type

Poster

Description

This study examined how mental imagery experienced during in-store shopping influences consumers’ affective (anticipatory emotion), cognitive (perceived ownership and decision satisfaction) responses and conative response (behavioral intentions) and further investigated how men and women differ in the way mental imagery influences consumer responses.

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Creative Commons Attribution 4.0 License
This work is licensed under a Creative Commons Attribution 4.0 License.

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Jan 1st, 12:00 AM

Mental Imagery in an In-store Apparel Shopping Context: Do Women and Men Differ?

This study examined how mental imagery experienced during in-store shopping influences consumers’ affective (anticipatory emotion), cognitive (perceived ownership and decision satisfaction) responses and conative response (behavioral intentions) and further investigated how men and women differ in the way mental imagery influences consumer responses.

 

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