imagery appeals
Post on 20-Aug-2015
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Petia Petrova
Imagery Appeals
imagery
fluency
backfiring
effects
Petrova & Cialdini Journal of Consumer Research, 32
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Low imagers High imagers
Bra
nd
atti
tud
es
an
d in
ten
tio
ns
.
Imagininginstructions
Noimagininginstructions
Imagery appeals
No imagery appeals
Low imagers High imagers
Backfiring effects of imagery appeals
Petrova & CialdiniJournal of Consumer
Research, 32
4.5
5.0
5.5
6.0
6.5B
rand
att
itud
es a
nd in
tent
ions
High vividness Low vividness
No imageryappeals
ImageryAppeals
Backfiring effects of imagery appeals
Petrova & CialdiniJournal of Consumer
Research, 32
0
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Vivid Only Vivid &Numerical
Numerical
Analyticalinstructions
Noinstructions
Imagininginstructions
Backfiring effects of imagery appeals
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