Department of Business Administration2024-11-0920190022-435910.1016/j.jretai.2019.10.0102-s2.0-85076459642http://dx.doi.org/10.1016/j.jretai.2019.10.010https://hdl.handle.net/20.500.14288/11302We 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.BusinessJournal Article1873-3271506725000003Q111356