THE OPERATION OF VISUAL-IMAGERY AS A MEDIATOR OF ADVERTISING EFFECTS

Advertising strategists should be interested in visual imagery because it may represent a useful way to shape consumers' impressions. A framework is tested which casts visual imagery as a mediating factor and individual differences, such as style of processing, as potential moderators of certain advertising strategies which elicit attitude and intentions differences in consumers. Results indicate that the vividness of visual imagery does operate as a latent cognitive construct when concrete wording is used in advertising copy. Instructions to imagine, however, are not found to induce visual imagery. It is concluded that visual imagery vividness has the potential to trace consumers' mental reactions to certain advertising strategies and to explain attitudinal and intentions consequences. Finally, suggestions for future research are discussed.