IMAGING AND ANALYZING IN RESPONSE TO NEW PRODUCT ADVERTISING

This study focuses on two complementary modes of elaborative processing in response to advertising: imagery and analysis. Imagery is characterized by nonverbal product-related thoughts, whereas analysis is more semantic and verbal in nature. Two stimulus determinants of ad-induced imaging and analyzing are investigated and related to the purchase consideration of an innovative product. Results show that the consumer's use of imagery is related to the perceived novelty of the advertising stimulus, whereas analyzing is related to less favorable of advertising content. Product-related affect and intention to buy, in turn, are related positively to imaging and negatively to analyzing. Implications for advertising management and research are discussed.