Publication: The power of consumption-imagery in communicating retail-store deals
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KU-Authors
KU Authors
Co-Authors
Krishna, Aradhna
Publication Date
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Type
Embargo Status
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Volume Title
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Abstract
We show that subtle differences in textual marketing communications can impact the evocation of consumption-imagery, implicitly subsuming all the senses, which consequently affects consumer attitudes toward the communication and the product. Specifically, we demonstrate, through four experiments, that retail-store deals which communicate stronger association between products ("get matching shirt free") are more imagery-evocative compared to those with weaker association ("get second item free"), thereby impacting consumer evaluations. We use literature on imagery, sensory perception, and information processing, specifically relational and item-specific processing, to build our hypotheses. We also provide evidence for how working memory capacity limitations disrupt imagery processing. Our results on effective communication of retail-store deals are even more crucial in today's digital marketplace where imagery is especially important. (C) 2019 New York University. Published by Elsevier Inc. All rights reserved.
Source
Publisher
Elsevier
Subject
Business
Citation
Has Part
Source
Journal of Retailing
Book Series Title
Edition
DOI
10.1016/j.jretai.2019.10.010