Mental Imagery in Consumer Behavior
Summary
The capacity to generate sensory-rich mental images of products or consumption scenarios in the absence of direct stimuli plays a critical role in consumer behaviour. Mental imagery operates at the intersection of perception, memory and emotion, influencing attitudes, choices and purchase intentions. In both online and offline environments, vivid imagery can reduce perceived risk, heighten emotional engagement and facilitate problem-solving during decision making. Individual differences such as imagery ability, need for cognition and cultural orientation shape the intensity and valence of these mental representations. By strategically designing product descriptions, interactive media and in-store displays to elicit specific images, marketers can enhance consumer confidence and drive more favourable outcomes.
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Mental Imagery in Consumer Behavior publication trend
The graph below shows the total number of articles in mental imagery in consumer behavior across all publications each year (not limited to Nature Index journals).
Technical terms
Mental imagery: The cognitive process of internally visualising sensory-rich representations of products or consumption scenarios without external cues.
Perceived diagnosticity: The degree to which a consumer views available information as useful for making accurate evaluations of products or services.
Imagery elaboration: The depth and detail with which individuals construct internal visualisations, integrating contextual and sensory information.
References
- Effect of Online Product Presentation on the Purchase Intention of Wearable Devices: The Role of Mental Imagery and Individualism–Collectivism. Frontiers in Psychology (2020).
- Effect of Product Presentation Videos on Consumers' Purchase Intention: The Role of Perceived Diagnosticity, Mental Imagery, and Product Rating. Frontiers in Psychology (2022).
- Brand-Evoked Mental Imagery: The Role of Brands in Eliciting Mental Imagery. SAGE Open (2020).
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