1) The study examined how the ease or difficulty of generating mental imagery of a product experience can impact the effects of imagery appeals on consumer preferences.
2) When participants had low imagery abilities or when the product was depicted with low vividness, imagery appeals were not only ineffective but actually led to weaker preferences compared to no imagery appeals.
3) Providing evidence for a subjective experience driving the effect, imagery fluency impacted judgments more for individuals focused on their internal experiences.
Qvarfordt Understanding The Benefits Of Gaze Enhanced Visual SearchKalle
In certain applications such as radiology and imagery analysis, it is important to minimize errors. In this paper we evaluate a structured inspection method that uses eye tracking information as a feedback mechanism to the image inspector. Our two-phase method starts with a free viewing phase during which gaze data is collected. During the next phase, we either segment the image, mask previously seen areas of the image, or combine the two techniques, and repeat the search. We compare the different methods
proposed for the second search phase by evaluating the inspection method using true positive and false negative rates, and subjective workload. Results show that gaze-blocked configurations reduced the subjective workload, and that gaze-blocking without segmentation showed the largest increase in true positive identifications and the largest decrease in false negative identifications of previously unseen objects.
This document analyzes trends in the U.S. organic foods market from 1997 to 2008. It finds that organic food sales grew rapidly during this period, reaching $21.1 billion in 2008, due to a larger number and variety of consumers and retailers selling organic products. However, the supply of organic foods from farms struggled to keep up with this demand growth, occasionally leading to shortages. While organic farmland doubled from 1997 to 2005, growth was volatile and not swift enough to consistently meet rising retail needs. This lag between farm supply and retail demand was exacerbated by the time required under organic standards for land to be certified organic.
These are the slides I used at the Church Planters Academy (JoPa Productions) May, 2012.
These are meant to give some rational and encouragement for church planters to begin thinking about organizational structures for their communities.
Qvarfordt Understanding The Benefits Of Gaze Enhanced Visual SearchKalle
In certain applications such as radiology and imagery analysis, it is important to minimize errors. In this paper we evaluate a structured inspection method that uses eye tracking information as a feedback mechanism to the image inspector. Our two-phase method starts with a free viewing phase during which gaze data is collected. During the next phase, we either segment the image, mask previously seen areas of the image, or combine the two techniques, and repeat the search. We compare the different methods
proposed for the second search phase by evaluating the inspection method using true positive and false negative rates, and subjective workload. Results show that gaze-blocked configurations reduced the subjective workload, and that gaze-blocking without segmentation showed the largest increase in true positive identifications and the largest decrease in false negative identifications of previously unseen objects.
This document analyzes trends in the U.S. organic foods market from 1997 to 2008. It finds that organic food sales grew rapidly during this period, reaching $21.1 billion in 2008, due to a larger number and variety of consumers and retailers selling organic products. However, the supply of organic foods from farms struggled to keep up with this demand growth, occasionally leading to shortages. While organic farmland doubled from 1997 to 2005, growth was volatile and not swift enough to consistently meet rising retail needs. This lag between farm supply and retail demand was exacerbated by the time required under organic standards for land to be certified organic.
These are the slides I used at the Church Planters Academy (JoPa Productions) May, 2012.
These are meant to give some rational and encouragement for church planters to begin thinking about organizational structures for their communities.
4-Hour Bootcamp on Social Media and the Church - Claremont UCCBruce Reyes-Chow
These are the slides used at the UCC church in Claremont, CA (October 3, 2015). this four-hour bootcamp includes sections on: culture shifts, assumptions about social media, 10 essential networks, 10 bonus apps, and a list of things to do right away. This is ever-progressing version of a talk, so always be sure to see the most recent version.
Bullying and hazing are discussed in the document. Bullying can occur in schools and online through cyber bullying. A survey of 20 students found that about half had been bullied in school or online, while few had experienced hazing. Hazing is most common in sports teams and involves humiliating or embarrassing new members. The document examines the effects of bullying and hazing on stress as well as students' experiences and perceptions of these issues.
Scott Picken is the founder and CEO of Wealth Migrate, a global real estate crowdfunding platform. He has over 15 years of experience in international real estate investment. After obtaining degrees in construction, property, and IT, he started his first company, International Property Solutions, to help others invest globally in real estate. He later co-founded Wealth Migrate in 2008 during the global financial crisis to enable group investment in international real estate deals. Over the years, his companies have facilitated over $1.34 billion in real estate investments for over 10,000 investors globally. Picken is now a recognized authority on the intersection of fintech and international real estate investment.
The document summarizes research on how pictures and words are encoded in human memory. It discusses several studies that have found:
1) Pictures are typically better remembered than words (the "picture superiority effect"); and 2) Concrete words are more memorable than abstract words (the "imageability effect").
The author proposes an experiment to examine if pairing low-imageable words with picture associates can boost memory performance for those words, reducing the imageability effect. The results showed pairing pictures with high-imageable words improved memory, but not for low-imageable words.
Can 3D Movies Screen for Binocular Vision Problems in Children - IndianaSean Connolly
This proposal asks Time Warner to fund a study examining whether Hollywood's 3D movies can passively screen for binocular vision problems in children. The study would involve 130 children viewing a 3D movie while their vision, physiological responses, and moment-to-moment experience are monitored. The goal is to determine if 3D movies could serve as an inexpensive screening tool, similar to how eye charts screen for visual acuity issues. Deliverables would include internal and public reports, as well as academic conference presentations and publications. The total cost is estimated at $45,260.
Sun_Wagner(2014)ChangingAttitudesConceptPlacementEmily Sun
This document discusses concept placement (CPL), which is defined as the presence of a concept within a media text, whether intentionally or unintentionally. It reviews literature on how subtle stimuli like product placements, sports sponsorships, and music in ads can change implicit evaluations without conscious awareness. The study aims to test if exposure to clips from "The Big Bang Theory", whose underlying subject matter is "thinking", can change evaluations of that concept. It hypothesizes that peripheral exposure to the concept through the TV show may shift implicit beliefs about "thinking" even if explicit attitudes are unchanged.
Describe three reasons that a consumer might have a positive attitud.pdfakukukkusarees
Describe three possible dangers of a poorly implemented performance management system and
discuss what you could do as an HR Manager to limit those dangers.
Solution
The three possible dangers of a poorly implemented performance management system are:
1. Low output.
2. Quality challanges.
3. Inefficiency of workers.
As an HR manager i will set goals for each worker which he will be supposed to achive in a
given ime frame. Alternative inhouse quality tests of products will be done to increase the quality
of work and products. Moreover, different incentive programms can be introduced to attact the
workers to increase their work efficiency..
The document summarizes a research study that investigated how the use of visual versus verbal stimuli impacts ratings of attribute/benefit desirability and brand perception. The study used three product categories and tested participants with verbal, written, or visual descriptions of attributes. It found that tangible attributes were rated as more desirable than intangible attributes across conditions. The choice of stimulus had little effect on ratings. Aggregate reliability of ratings was high but individual reliability was not examined. Future research could further investigate social desirability biases and use alternative measurement scales.
4-Hour Bootcamp on Social Media and the Church - Claremont UCCBruce Reyes-Chow
These are the slides used at the UCC church in Claremont, CA (October 3, 2015). this four-hour bootcamp includes sections on: culture shifts, assumptions about social media, 10 essential networks, 10 bonus apps, and a list of things to do right away. This is ever-progressing version of a talk, so always be sure to see the most recent version.
Bullying and hazing are discussed in the document. Bullying can occur in schools and online through cyber bullying. A survey of 20 students found that about half had been bullied in school or online, while few had experienced hazing. Hazing is most common in sports teams and involves humiliating or embarrassing new members. The document examines the effects of bullying and hazing on stress as well as students' experiences and perceptions of these issues.
Scott Picken is the founder and CEO of Wealth Migrate, a global real estate crowdfunding platform. He has over 15 years of experience in international real estate investment. After obtaining degrees in construction, property, and IT, he started his first company, International Property Solutions, to help others invest globally in real estate. He later co-founded Wealth Migrate in 2008 during the global financial crisis to enable group investment in international real estate deals. Over the years, his companies have facilitated over $1.34 billion in real estate investments for over 10,000 investors globally. Picken is now a recognized authority on the intersection of fintech and international real estate investment.
The document summarizes research on how pictures and words are encoded in human memory. It discusses several studies that have found:
1) Pictures are typically better remembered than words (the "picture superiority effect"); and 2) Concrete words are more memorable than abstract words (the "imageability effect").
The author proposes an experiment to examine if pairing low-imageable words with picture associates can boost memory performance for those words, reducing the imageability effect. The results showed pairing pictures with high-imageable words improved memory, but not for low-imageable words.
Can 3D Movies Screen for Binocular Vision Problems in Children - IndianaSean Connolly
This proposal asks Time Warner to fund a study examining whether Hollywood's 3D movies can passively screen for binocular vision problems in children. The study would involve 130 children viewing a 3D movie while their vision, physiological responses, and moment-to-moment experience are monitored. The goal is to determine if 3D movies could serve as an inexpensive screening tool, similar to how eye charts screen for visual acuity issues. Deliverables would include internal and public reports, as well as academic conference presentations and publications. The total cost is estimated at $45,260.
Sun_Wagner(2014)ChangingAttitudesConceptPlacementEmily Sun
This document discusses concept placement (CPL), which is defined as the presence of a concept within a media text, whether intentionally or unintentionally. It reviews literature on how subtle stimuli like product placements, sports sponsorships, and music in ads can change implicit evaluations without conscious awareness. The study aims to test if exposure to clips from "The Big Bang Theory", whose underlying subject matter is "thinking", can change evaluations of that concept. It hypothesizes that peripheral exposure to the concept through the TV show may shift implicit beliefs about "thinking" even if explicit attitudes are unchanged.
Describe three reasons that a consumer might have a positive attitud.pdfakukukkusarees
Describe three possible dangers of a poorly implemented performance management system and
discuss what you could do as an HR Manager to limit those dangers.
Solution
The three possible dangers of a poorly implemented performance management system are:
1. Low output.
2. Quality challanges.
3. Inefficiency of workers.
As an HR manager i will set goals for each worker which he will be supposed to achive in a
given ime frame. Alternative inhouse quality tests of products will be done to increase the quality
of work and products. Moreover, different incentive programms can be introduced to attact the
workers to increase their work efficiency..
The document summarizes a research study that investigated how the use of visual versus verbal stimuli impacts ratings of attribute/benefit desirability and brand perception. The study used three product categories and tested participants with verbal, written, or visual descriptions of attributes. It found that tangible attributes were rated as more desirable than intangible attributes across conditions. The choice of stimulus had little effect on ratings. Aggregate reliability of ratings was high but individual reliability was not examined. Future research could further investigate social desirability biases and use alternative measurement scales.
1) The study examines how online social ties and product risks influence purchase intentions. It conducted a Facebook experiment to test these relationships.
2) The results found that recommendations from strong social ties (friends) were perceived as more diagnostic than recommendations from weak ties (acquaintances).
3) Product risks were found to moderate the relationship between tie strength and perceived diagnosticity, such that strong ties were seen as more diagnostic for high risk products.
Using eye tracking equipment, the researcher observed how people acquire information based on their expectations and how they feel about that information. Participants were given an expectation (positive, negative, or none) and asked to view and rate collages of pictures. Eye tracking data showed little difference in viewing times between expectations. Ratings data may still show placebo effects if ratings match expectations, showing expectations influence perceptions rather than information acquisition. The study aims to understand how expectations bias information processing and perception, with implications for manipulating expectations to influence feelings and treatments.
An overview of Sacchi et al's cognitive study into doctored photos and their effects on memory. Designed for Edexcel International A level students as a revision resource.
Change Blindness With Scene Themes And Adding And Deleting ObjectsGinaMMartino
People often times fail to detect changes in scenes they observe. We examined theme, whether an object was related to a scene or not, as well as object change, whether the object was added or deleted to the previous scene, would effect the reaction time in identifying a change. Participants were randomly assigned to one of two object change conditions (add or delete) and then were asked to judge whether or not there was a change involving scenes with related objects changing, as well as scenes with unrelated objects changing. The results showed a main effect of theme but no main effect of object change as well as no interaction between the two independent variables.
This document discusses interpretivism and provides a critique of a 1999 study by Carr et al. from an interpretivist perspective. The summary is:
1. Interpretivism views knowledge as constructed based on individual mental frameworks and believes reality is mediated through language and narratives rather than objective facts.
2. A critique argues the 1999 Carr et al. study reduces participants to statistics and problem behaviors rather than portraying them as multidimensional individuals, and provides little context on other stakeholders.
3. In response, Carr et al. acknowledge some limitations but argue their quantitative methods were needed to objectively validate claims and interventions, though future research could expand contexts.
This study explores the relationship between perceived quality and brand image, and their impact on consumer attitudes. It specifically looks at brands with negative perceptions of quality or image.
The study found that quality and image impact consumer attitudes in distinct ways. Overall, low brand image is more damaging than low perceived quality. It also found that hedonic attitudes towards brands are most driven by image, while utilitarian attitudes are more influenced by perceptions of quality. Additionally, when quality or image is low, non-attribute brand beliefs are a stronger predictor of hedonic attitudes compared to when quality and image are high. Attribute-based beliefs are strong predictors of utilitarian attitudes regardless of the level of quality or image.
The study provides
Dr. Ralph Schaetzing, Manager, Strategic Standards & Regulatory Affairs, Carestream, writes about how we define “image quality” and how the definition involves numerous factors that can differ between people and technologies.
The key topics covered in the white paper that delves into the image quality debate include:
• Where image quality is affected throughout the radiographic image chain
• Understanding the three different “flavors” of image quality—objective, subjective, and performance-based
• The role medical image processing plays in determining image quality
• The three main categories of reader error in radiography—visual scanning, target recognition, and decision-making/interpretation
Team VRMC proposes adding haptic or tactile feedback features to their Combat Medic Virtual Reality Video Game to increase realism and improve learning. Research shows haptics stimulation can help recall and long-term memory formation. By allowing users to feel pulses, resistance from tourniquets, and other tactile experiences, haptics may better prepare medical personnel for real-world emergency situations compared to traditional training methods.
Группа американских маркетологов провела исследование влияния негативной известности на продажи на книжном рынке триллеров. Поведение потребителей может изменяться под влиянием разных факторов. Негативный обзор новой книги может понизить ее оценку в глазах потребителя и снизить вероятность покупки. С другой стороны, негатив может иметь позитивный эффект при повышении уровня осведомленности о продукте и близости к нему (accessibility).
Role of visual and tactile inputs in prodct evaluationPietro Rocchegiani
This document discusses the role of tactile (touch) and visual inputs in product evaluation from a multisensory perspective. It summarizes previous research that has looked at tactile and visual evaluation individually but notes few have examined their interaction. The purpose is to address this gap and investigate how multisensory evaluation influences attitudes and purchase intentions. A study was conducted presenting 126 students with 3 experimental tasks evaluating products both tactilely and visually. Results found multisensory evaluation led to more positive attitudes for touch-dominant products and greater purchase intentions than single-sensory evaluations. The paper examines how multisensory interactions and individual differences influence product evaluations.
Bruce Jeffers ::: Theoretical Background for Using Celebrity Appeal in Produc...Bruce Jeffers
This research explores theoretical reasons behind how and why product placements featuring automobile brands may affect consumer behavior, attitude and purchase intent. This study was developed throughout the course of the Spring 2008 semester in a graduate-level Advertising Theories course.
by Bruce Jeffers, copyright 2008 via The University of Texas at Austin.
Comment réduire le cybermalaise de la réalité virtuelle ?
La réalité virtuelle peut nous faire croire à un monde parallèle, mais notre organisme, lui, n’est pas toujours dupe. Il peut réagir en causant une variété de symptômes, allant du bref inconfort jusqu’à des nausées et étourdissements prolongés. Ce mal du virtuel – ou cybermalaise – affecte un grand nombre d’utilisateurs. Cette conférence présente une étude récente, menée en collaboration avec la firme D-BOX Technologies, sur les effets de l’utilisation d’un mouvement parfaitement aligné sur les stimuli virtuels afin d’augmenter l’immersion et de réduire le cybermalaise des utilisateurs.
Pierre-Majorique Léger, HEC
Professeur Pierre-Majorique Léger est un chercheur, inventeur et entrepreneur. Ses recherches visent à améliorer l’expérience utilisateur (UX) vécue lors de l’apprentissage ou de l’utilisation d’une technologie d’information (TI), et ce, en mobilisant les données biophysiologiques massives générées lors de l’interaction et permettant de qualifier l’émotion et la cognition de l’utilisateur. Il est détenteur d’un Ph.D. en génie industriel de l’École Polytechnique de Montréal et d’un postdoctorat en technologies de l’information de HEC Montréal et du NYU Stern School of Business. Il est professeur à HEC Montréal en TI, mais également professeur invité à la prestigieuse Tuck School of Business du Dartmouth College et au Henry B. Tippie School of Management de l’University of Iowa. Récemment, il est devenu le titulaire de la Chaire de recherche industrielle CRSNG-Prompt en expérience utilisateur financée par les gouvernements du Québec et du Canada, mais aussi en partenariat avec des entreprises québécoises pour la recherche en expérience utilisateur soit Deloitte Digital, Sobeys, Mouvement Desjardins, D-Box, Videotron and JDA Software. Il est l’auteur d’une cinquantaine d’articles scientifiques arbitrés, d’une dizaine de déclarations d’invention et le fondateur de plusieurs start-ups.
Effect of fMRI Scan Presentation on Perceptions of HomosexualityJacob Wilson
The primary purpose of the present study was to see if exposure to more critical thinking classes would affect how much influence an article about a controversial topic had when intertwined with an fMRI scan. Recently fMRI scans have been a very popular topic in the media. McCabe and Castel (2008) found that brain images can persuade individuals to accept information more easily than articles that do not contain brain images. In our study, an article on the biological basis of homosexuality was given to participants to read. In the first condition, participants only read the article. In the second condition, participants read the article and were given a bar graph that represented the data. In the third condition, participants read the article and were given an fMRI scan and bar graph to represent the data. There was a significant difference in agreement for the biological basis of homosexuality depending on the article condition the participants were placed in, F(2,57) = 3.86, p < .05. Participants who received the bar graph and fMRI images with the article rated homosexually as significantly more biological than the participants in the graph/article condition, p < .05. We also found that participants with a Science major agreed that homosexuality was biological more so than non-science majors [t(58) = 2.86, p < .05] and reported a greater change in their opinion of homosexuality after reading the article [t(58) = 3.11, p < .05]. When participants scored high on scientific reasoning, they were also more likely to be influenced by the material in the article regardless of condition. Together, this research suggests that opinions concerning the biological basis of homosexuality can be changed with exposure to research, and in some case the use of fMRI images is more persuasive.
Predicting Consumption Patterns with Repeated and Novel Events
To buy this project in ONLINE, Contact:
Email: jpinfotechprojects@gmail.com,
Website: https://www.jpinfotech.org
HCL Notes and Domino License Cost Reduction in the World of DLAUpanagenda
Webinar Recording: https://www.panagenda.com/webinars/hcl-notes-and-domino-license-cost-reduction-in-the-world-of-dlau/
The introduction of DLAU and the CCB & CCX licensing model caused quite a stir in the HCL community. As a Notes and Domino customer, you may have faced challenges with unexpected user counts and license costs. You probably have questions on how this new licensing approach works and how to benefit from it. Most importantly, you likely have budget constraints and want to save money where possible. Don’t worry, we can help with all of this!
We’ll show you how to fix common misconfigurations that cause higher-than-expected user counts, and how to identify accounts which you can deactivate to save money. There are also frequent patterns that can cause unnecessary cost, like using a person document instead of a mail-in for shared mailboxes. We’ll provide examples and solutions for those as well. And naturally we’ll explain the new licensing model.
Join HCL Ambassador Marc Thomas in this webinar with a special guest appearance from Franz Walder. It will give you the tools and know-how to stay on top of what is going on with Domino licensing. You will be able lower your cost through an optimized configuration and keep it low going forward.
These topics will be covered
- Reducing license cost by finding and fixing misconfigurations and superfluous accounts
- How do CCB and CCX licenses really work?
- Understanding the DLAU tool and how to best utilize it
- Tips for common problem areas, like team mailboxes, functional/test users, etc
- Practical examples and best practices to implement right away
Digital Marketing Trends in 2024 | Guide for Staying AheadWask
https://www.wask.co/ebooks/digital-marketing-trends-in-2024
Feeling lost in the digital marketing whirlwind of 2024? Technology is changing, consumer habits are evolving, and staying ahead of the curve feels like a never-ending pursuit. This e-book is your compass. Dive into actionable insights to handle the complexities of modern marketing. From hyper-personalization to the power of user-generated content, learn how to build long-term relationships with your audience and unlock the secrets to success in the ever-shifting digital landscape.
Driving Business Innovation: Latest Generative AI Advancements & Success StorySafe Software
Are you ready to revolutionize how you handle data? Join us for a webinar where we’ll bring you up to speed with the latest advancements in Generative AI technology and discover how leveraging FME with tools from giants like Google Gemini, Amazon, and Microsoft OpenAI can supercharge your workflow efficiency.
During the hour, we’ll take you through:
Guest Speaker Segment with Hannah Barrington: Dive into the world of dynamic real estate marketing with Hannah, the Marketing Manager at Workspace Group. Hear firsthand how their team generates engaging descriptions for thousands of office units by integrating diverse data sources—from PDF floorplans to web pages—using FME transformers, like OpenAIVisionConnector and AnthropicVisionConnector. This use case will show you how GenAI can streamline content creation for marketing across the board.
Ollama Use Case: Learn how Scenario Specialist Dmitri Bagh has utilized Ollama within FME to input data, create custom models, and enhance security protocols. This segment will include demos to illustrate the full capabilities of FME in AI-driven processes.
Custom AI Models: Discover how to leverage FME to build personalized AI models using your data. Whether it’s populating a model with local data for added security or integrating public AI tools, find out how FME facilitates a versatile and secure approach to AI.
We’ll wrap up with a live Q&A session where you can engage with our experts on your specific use cases, and learn more about optimizing your data workflows with AI.
This webinar is ideal for professionals seeking to harness the power of AI within their data management systems while ensuring high levels of customization and security. Whether you're a novice or an expert, gain actionable insights and strategies to elevate your data processes. Join us to see how FME and AI can revolutionize how you work with data!
Generating privacy-protected synthetic data using Secludy and MilvusZilliz
During this demo, the founders of Secludy will demonstrate how their system utilizes Milvus to store and manipulate embeddings for generating privacy-protected synthetic data. Their approach not only maintains the confidentiality of the original data but also enhances the utility and scalability of LLMs under privacy constraints. Attendees, including machine learning engineers, data scientists, and data managers, will witness first-hand how Secludy's integration with Milvus empowers organizations to harness the power of LLMs securely and efficiently.
Monitoring and Managing Anomaly Detection on OpenShift.pdfTosin Akinosho
Monitoring and Managing Anomaly Detection on OpenShift
Overview
Dive into the world of anomaly detection on edge devices with our comprehensive hands-on tutorial. This SlideShare presentation will guide you through the entire process, from data collection and model training to edge deployment and real-time monitoring. Perfect for those looking to implement robust anomaly detection systems on resource-constrained IoT/edge devices.
Key Topics Covered
1. Introduction to Anomaly Detection
- Understand the fundamentals of anomaly detection and its importance in identifying unusual behavior or failures in systems.
2. Understanding Edge (IoT)
- Learn about edge computing and IoT, and how they enable real-time data processing and decision-making at the source.
3. What is ArgoCD?
- Discover ArgoCD, a declarative, GitOps continuous delivery tool for Kubernetes, and its role in deploying applications on edge devices.
4. Deployment Using ArgoCD for Edge Devices
- Step-by-step guide on deploying anomaly detection models on edge devices using ArgoCD.
5. Introduction to Apache Kafka and S3
- Explore Apache Kafka for real-time data streaming and Amazon S3 for scalable storage solutions.
6. Viewing Kafka Messages in the Data Lake
- Learn how to view and analyze Kafka messages stored in a data lake for better insights.
7. What is Prometheus?
- Get to know Prometheus, an open-source monitoring and alerting toolkit, and its application in monitoring edge devices.
8. Monitoring Application Metrics with Prometheus
- Detailed instructions on setting up Prometheus to monitor the performance and health of your anomaly detection system.
9. What is Camel K?
- Introduction to Camel K, a lightweight integration framework built on Apache Camel, designed for Kubernetes.
10. Configuring Camel K Integrations for Data Pipelines
- Learn how to configure Camel K for seamless data pipeline integrations in your anomaly detection workflow.
11. What is a Jupyter Notebook?
- Overview of Jupyter Notebooks, an open-source web application for creating and sharing documents with live code, equations, visualizations, and narrative text.
12. Jupyter Notebooks with Code Examples
- Hands-on examples and code snippets in Jupyter Notebooks to help you implement and test anomaly detection models.
Building Production Ready Search Pipelines with Spark and MilvusZilliz
Spark is the widely used ETL tool for processing, indexing and ingesting data to serving stack for search. Milvus is the production-ready open-source vector database. In this talk we will show how to use Spark to process unstructured data to extract vector representations, and push the vectors to Milvus vector database for search serving.
Skybuffer AI: Advanced Conversational and Generative AI Solution on SAP Busin...Tatiana Kojar
Skybuffer AI, built on the robust SAP Business Technology Platform (SAP BTP), is the latest and most advanced version of our AI development, reaffirming our commitment to delivering top-tier AI solutions. Skybuffer AI harnesses all the innovative capabilities of the SAP BTP in the AI domain, from Conversational AI to cutting-edge Generative AI and Retrieval-Augmented Generation (RAG). It also helps SAP customers safeguard their investments into SAP Conversational AI and ensure a seamless, one-click transition to SAP Business AI.
With Skybuffer AI, various AI models can be integrated into a single communication channel such as Microsoft Teams. This integration empowers business users with insights drawn from SAP backend systems, enterprise documents, and the expansive knowledge of Generative AI. And the best part of it is that it is all managed through our intuitive no-code Action Server interface, requiring no extensive coding knowledge and making the advanced AI accessible to more users.
Have you ever been confused by the myriad of choices offered by AWS for hosting a website or an API?
Lambda, Elastic Beanstalk, Lightsail, Amplify, S3 (and more!) can each host websites + APIs. But which one should we choose?
Which one is cheapest? Which one is fastest? Which one will scale to meet our needs?
Join me in this session as we dive into each AWS hosting service to determine which one is best for your scenario and explain why!
Your One-Stop Shop for Python Success: Top 10 US Python Development Providersakankshawande
Simplify your search for a reliable Python development partner! This list presents the top 10 trusted US providers offering comprehensive Python development services, ensuring your project's success from conception to completion.
GraphRAG for Life Science to increase LLM accuracyTomaz Bratanic
GraphRAG for life science domain, where you retriever information from biomedical knowledge graphs using LLMs to increase the accuracy and performance of generated answers
Freshworks Rethinks NoSQL for Rapid Scaling & Cost-EfficiencyScyllaDB
Freshworks creates AI-boosted business software that helps employees work more efficiently and effectively. Managing data across multiple RDBMS and NoSQL databases was already a challenge at their current scale. To prepare for 10X growth, they knew it was time to rethink their database strategy. Learn how they architected a solution that would simplify scaling while keeping costs under control.
How to Interpret Trends in the Kalyan Rajdhani Mix Chart.pdfChart Kalyan
A Mix Chart displays historical data of numbers in a graphical or tabular form. The Kalyan Rajdhani Mix Chart specifically shows the results of a sequence of numbers over different periods.
How to Interpret Trends in the Kalyan Rajdhani Mix Chart.pdf
Imagery fluency
1. Fluency of Consumption Imagery and the
Backfire Effects of Imagery Appeals
PETIA K. PETROVA
ROBERT B. CIALDINI*
Existing research and widespread commercial usage suggest that appeals urging
consumers to imagine the product experience have powerful effects on product
preferences. Three studies examined the mediating role of imagery accessibility
and demonstrated that the difficulty of imagery generation can reverse the generally
observed positive effects of imagery appeals. When participants were low in im-
agery abilities or when the product was not presented in a vivid way, imagery
appeals were not only ineffective but even had a negative effect on product pref-
erences. Providing evidence for its subjective nature, this imagery fluency effect
was more likely for individuals attuned to their internal experiences.
T he use of imagery is a widespread practice for influ-
encing consumers’ choices. Television and radio com-
mercials induce viewers to immerse themselves in imagined
experience with the product. We predicted that, because
prior imagining can create a readily accessible image of the
consumption experience, individuals would be more likely
product experiences. Print advertisements include phrases to purchase products that they had previously imagined.
such as “imagine yourself,” “visualize yourself here,” and However, we also predicted that difficulty to imagine even
“picture how it would be.” The existing research indicates a positive product experience would lower the likelihood of
that imagery can have powerful effects on product prefer- choosing the product.
ences (Escalas 2004; MacInnis and Price 1987). The present In contrast to previous research suggesting that pictures,
investigation, however, reveals circumstances under which concrete information, or instructions to imagine increase
asking consumers to imagine their future experience with cognitive elaboration and, subsequently, increase the acces-
the product may be not only ineffective but may actually sibility of favorable product information (Kisielius and
decrease the likelihood of purchasing the product. Sternthal 1984, 1986), we focused on the accessibility of
Our research follows recent findings showing that judg- consumption imagery as a central underlying variable. Sim-
ments are impacted not only by the content of the relevant ilar to the effects of narrative stories (Green and Brock
product information but also by the ease with which one 2000), imagining the consumption experience transports
generates or processes this information (Schwarz 2004). Such consumers into a different reality and reduces their elabo-
effects have been demonstrated in regard to ease of retrieval ration of message arguments (Escalas 2004; Schlosser
2003). Our research aimed to advance these findings by
(Wanke, Bohner, and Jurkowitsch 1997) and processing flu-
¨
providing new insight into the processes underlying the ef-
ency (Lee and Labroo 2004). However, previous research
fects of imagery appeals and revealing the circumstances
has not investigated the effects of accessibility and fluency
under which imagery appeals would undermine product
experiences in regard to the use of imagery in forming prod- preferences.
uct preferences. In an attempt to fill this gap, we tested the
possibility that consumers may base their purchase inten-
tions on the ease with which they can imagine their future FLUENCY OF CONSUMPTION IMAGERY
GENERATION
*Petia K. Petrova is a doctoral candidate, Department of Psychology,
Arizona State University, Tempe, AZ 85287 (petia.petrova@asu.edu). Rob- Investigations of the effects of imagery on likelihood
ert B. Cialdini is a Regents’ Professor, Department of Psychology, Arizona judgments suggest that individuals tend to use the ease with
State University, Tempe, AZ 85287 (robert.cialdini@asu.edu). The authors
wish to thank Steven Neuberg, David MacKinnon, Punam Keller, Alex- which they generate a mental script of an event as an in-
ander Chernev, and Naomi Mandel for their helpful suggestions regarding dicator of the likelihood of the event (Carroll 1978; Gregory,
this work and Michel Pham for providing stimuli, which we used in mod- Cialdini, and Carpenter 1982; Sherman et al. 1985). For
ified form in study 3. This research was supported by a grant from the example, imagining a disease that had easy-to-imagine
National Institute of Health (1 F31 MH068117-01), which was awarded
to the first author.
symptoms made participants estimate a higher likelihood
that they would contract the disease. When the disease had
442
2005 by JOURNAL OF CONSUMER RESEARCH, Inc. ● Vol. 32 ● December 2005
All rights reserved. 0093-5301/2005/3203-0012$10.00
2. FLUENCY OF CONSUMPTION IMAGERY 443
difficult-to-imagine symptoms, however, imagining instruc- numerical ratings (study 3). We expected that when con-
tions lowered the perceived likelihood of contracting the sumers relied on the presented information to generate the
disease (Sherman et al. 1985). These findings suggest that consumption imagery without vivid cues, they would ex-
participants based their likelihood estimates on the acces- perience difficulty generating this image. Because the ex-
sibility of the mental image of having the disease. However, perience of difficulty would be used as information for prod-
direct evidence for the mediational role of imagery acces- uct judgments, we expected that it would not only render
sibility has not been provided; nor have these effects been the imagery appeals ineffective but would lead to more neg-
investigated in regard to product preferences. The lack of ative product evaluations.
research in this direction is surprising given the evidence
for the effects of ease of retrieval and processing fluency H2: Imagery-inviting appeals will have opposite ef-
on consumer judgment (Schwarz 2004). Furthermore, de- fects on product preferences depending on the
spite the extensive research on accessibility and fluency ef- vividness of the product depiction. When the
fects, still little is known about the conditions under which product depiction is high in vividness, imagery
these metacognitive experiences play a role in guiding judg- appeals will result in stronger product prefer-
ments (Schwarz 2004; Tybout et al. 2005). ences. When the product information is low in
In three studies, we investigated several factors that can vividness, asking individuals to imagine the
impact the ease with which consumers can imagine the prod- product experience will lead to weaker product
uct experience and, consequently, reverse the effects of im- preferences.
agery appeals on product preferences. We first examined the Following previous research suggesting that imagery may
role of dispositional abilities to create vivid mental images increase the accessibility of the imagined event and, con-
(Marks 1972, 1973). Past research has demonstrated that sequently, impact its perceived likelihood (Sherman et al.
individuals who differ in their imagery abilities are differ- 1985), we expected that the predicted effects in hypothesis
entially impacted by vivid information (Pham, Meyvis, and 2 would occur because individuals would base their purchase
Zhou 2001) and imagery-inviting messages (Bone and Ellen intentions on the accessibility of the consumption imagery.
1992). Extending these findings, we tested the possibility However, since previous studies have failed to provide direct
that differences in imagery abilities can reverse the positive evidence for the role of imagery accessibility, in the present
effects of imagery appeals. In line with this possibility, while research, we aimed to find the first direct mediational evi-
such appeals would be expected to enhance product attitudes dence for this process.
and purchase intentions among individuals high in imagery
abilities, those same appeals would be expected to lower H3: The interaction effects of vividness and pres-
product attitudes and purchase intentions among individuals ence of imagery appeals will be mediated by
with low imagery abilities. the subjective accessibility of the consumption
imagery.
H1: Imagery appeals will have a positive effect on
brand attitudes and purchase intentions for in- Difficulty constructing the consumption imagery might
dividuals high in dispositional imagery vivid- also arise when the product is depicted with both vivid
ness but a negative effect for individuals low experiential information and nonexperiential information
in dispositional imagery vividness. such as numerical ratings, statistical information, technical
specifications, or attribute comparisons. Although such in-
The present research further examined the vividness of formation is often intended to provide additional motivation
the product depiction as an external factor that can impact for purchasing the product, it may usurp cognitive resources
imagery accessibility and reverse the effects of imagery necessary to create a mental image of the consumption ex-
appeals. Vivid information has been defined as (1) emo- perience. Such detrimental effects of cognitive load have
tionally interesting, (2) concrete and image provoking, and been demonstrated in a study by Shiv and Huber (2000) in
(3) proximate in a sensory, temporal, or spatial way (Nisbett which asking participants to memorize a nine-digit number
and Ross 1980). In previous studies, vividness has been prevented them from engaging in mental imagery, dimin-
manipulated using (1) the presence of pictures (Keller and ishing the otherwise observed shift in preferences between
Block 1997; Kisielius and Sternthal 1984), (2) concrete ver- anticipated-satisfaction judgments and choice. Nonexper-
sus abstract pictures (Babin and Burns 1997), (3) concrete iential (numerical) information may have similar effects. By
versus abstract words (Rook 1987), or (4) narrative versus creating cognitive load, such information may occupy nec-
statistical information (Keller and Block 1997). Across ma- essary resources and consequently undermine the effects of
nipulations, research has demonstrated that because vivid imagery appeals.
information stimulates greater generation of imagery, it has H4: Adding nonexperiential information to a vivid
a positive effect on product preferences. We manipulated product depiction will undermine the effects of
the degree to which the product information was vivid either the imagining instructions on product choice.
by varying the concreteness of the pictorial product depic-
tion (study 2) or by presenting easy-to-imagine verbal prod- Hypotheses 1–4 were focused on broadening the domains
uct description versus nonexperiential information such as of accessibility and fluency effects by providing evidence
3. 444 JOURNAL OF CONSUMER RESEARCH
for the ease/difficulty of imagery generation as a type of were presented in a counterbalanced order. No significant
subjective experience that can reverse the positive effects effects of order of the questions on attitudes (F(3, 134) p
of imagery appeals. Another goal of this research was to 1.22, p 1 .31) or intentions (F(3, 134) p 1.40, p 1 .25) were
provide insight into the circumstances under which acces- found.
sibility and fluency effects occur. If these effects are driven
by the subjective experience of ease, they should occur only Results and Discussion
when individuals are focused on these experiences. To test
this possibility, we examined the impact of the dispositional Regression analyses revealed a significant interaction be-
tendency to focus on subjective experiences as measured by tween presence of imagining instructions and dispositional
the private self-consciousness scale (Fenigstein, Scheier, and imagery vividness in regard to brand attitudes (B p .48,
Buss 1975). We expected accessibility and fluency experi- SE p .22, p ! .03) and purchase intentions (B p .79,
ences to impact the judgments of individuals who are high SE p 2.26, p ! .03). For participants high in dispositional
in private self-consciousness; however, we did not expect imagery vividness, the ad containing imagery appeals re-
these experiences to impact the judgments of individuals sulted in more positive attitudes and purchase intentions than
who are low in private self-consciousness because these the ad without imagery appeals. For low imagers, however,
individuals are not likely to focus on and take into account the ad with imagery appeals resulted in more negative at-
their internal experiences. titudes and purchase intentions than the ad that lacked such
appeals (fig. 1).
H5: Imagery fluency will impact product preferences Supporting our first hypothesis, these results suggest that
only for individuals focused on their internal participants based their product evaluations on the ease of
experiences. imagining the consumption experience. However, further
If confirmed, hypothesis 5 would provide insight into the support for this conclusion should be obtained by directly
circumstances under which metacognitive experiences are manipulating the fluency of imagery generation. We in-
likely to impact judgments. By revealing the moderating quired into this possibility in the next two studies.
role of internal focus on the imagery fluency effect, however,
we also aimed to provide evidence that this effect is driven STUDY 2
precisely by individuals’ subjective experiences rather than
by external factors. Study 2 examined the effects of imagery fluency by vary-
ing the vividness of the product depiction. For the high
vividness conditions, we used the ads from study 1. For the
STUDY 1 low vividness conditions, we modified the picture in the ads
Study 1 examined the impact of imagery appeals on in- from study 1 by creating a muted version of the original
dividuals who differed in their dispositional ability to gen- image (app. A). A pretest indicated that the vivid ads were
erate mental images. Since previous research has demon- rated higher than the less vivid ads on a combined measure
strated the effects of imagery with products having an of six nine-point vividness scales (attention catching, clear,
experiential component, we examined the effects of imagery exciting, detailed, concrete, communicating a strong image;
fluency in the context of a vacation ad. Two versions of the a p .82; Mhigh p 4.93, Mlow p 3.51; F(1, 75) p 18.75,
ad were created. One version contained phrases inviting p ! .01). Consistent with the definition of vividness (Nisbett
consumers to imagine their experience at the advertised des- and Ross 1980), participants reported more positive emo-
tination, while the other version did not contain such im- tions (as measured by the extent to which the ad made them
agery appeals (app. A, top pair of ads). feel good, excited, stressed, elated, bad, interested, unpleas-
ant, sad, happy, bored, pleasant, uninterested, tranquil, flat,
Method positive emotions, or negative emotions, a p .90) in re-
sponse to the ad high in vividness than the ad low in viv-
At least one week before the experiment, 63 male and 72 idness (Mhigh p 5.92, Mlow p 5.09; F(1, 75) p 8.39, p !
female undergraduate students completed the Vividness of .01). The main effect of imagery appeals and the interaction
Visual Imagery Questionnaire (Marks 1973). During the ex- between vividness and imagining were not significant in
periment, participants viewed one of the two versions of the regard to affect (F’s ! 1 ), suggesting that the predicted neg-
ad and, after a 5 min. distraction task of rating artistic com- ative effect of the imagining instructions could not be at-
binations of geometric figures, the participants responded to tributed to differences in the emotional response to the mes-
nine-point semantic differential items assessing brand atti- sage. Participants who saw the ad containing imagery-inviting
tudes (bad/good, unfavorable/favorable, and negative/posi- appeals further reported stronger attempts to visualize them-
tive; Cronbach’s a p .91) and purchase intentions (likeli- selves in the place presented on the picture than those who
hood of considering the vacation in the future, requesting a saw the ad that lacked imagery-inviting appeals (Mimag p
brochure with further product information, visiting the Web 5.83, Mno imag p 4.32; F(1, 75) p 7.35, p ! .01). No signif-
site shown on the ad, and visiting the advertised destination icant effects of the vividness of the picture (F’s ! 1.5), pres-
given that they were to plan such a vacation and had the ence of imagery appeals (F’s ! 1), or the interaction be-
necessary time and money; a p .94 ). The two sets of items tween these two variables (F’s ! 1 ) were observed in regard
4. FLUENCY OF CONSUMPTION IMAGERY 445
FIGURE 1
STUDY 1: BRAND ATTITUDES AND PURCHASE INTENTIONS
to the ratings of the place in the picture as historical, located scales (a p .84). The first three items assessed (1) whether
in the mountains, or crowded. Finally, the pretest revealed the participants were able to imagine the vacation, (2) how
that participants in the high vividness conditions reported a easy it was for them to imagine the vacation, and (3) how
greater number of product-relevant thoughts (Mhigh p 3.32, long it took them to create the mental image. With the next
Mlow p 2.37, F(1, 75) p 5.45, p ! .02) and a greater num- three items, participants rated the mental image as (1) vivid
ber of product attributes in these thoughts (Mhigh p 2.95, and clear versus vague, (2) alive and dynamic versus not
Mlow p 1.93, F(1, 75) p 5.30, p ! .02) than participants in dynamic, and (3) detailed versus not detailed.
the low vividness conditions. These findings are consistent
with previous research indicating greater cognitive elabo- Results and Discussion
ration in response to vivid information (Kisielius and Stern-
hal 1984). However, no significant differences were ob- Brand Attitudes and Purchase Intentions. MAN-
served between the ads containing and lacking imagery OVA analyses confirmed the interaction between vividness
appeals in the number of product-relevant thoughts and the of the ad and presence of imagery appeals significant for
number of product attributes reported in these thoughts. This both brand attitudes (F(1, 235) p 5.17, p ! .02) and pur-
suggests that in the context of the present study, the imagery chase intentions (F(1, 235) p 3.96, p ! .05). Imagery ap-
appeals did not increase cognitive elaboration. The lack of
peals had opposite effects depending on the vividness of the
significant effects in regard to the valence of the product-
ad (fig. 2), thereby supporting hypothesis 2. Importantly, in
relevant thoughts further suggests that the manipulations did
the absence of imagery appeals, the vividness of the ad did
not impact the favorability of the cognitive responses.
not have significant effects on attitudes (F ! 1.2 ) and in-
tentions (F ! 1). Thus, the differential effect of the imagery
Method appeals could not be attributed to differences in the infor-
mation provided by the ads high and low in vividness.
After viewing one of the four versions of the ad, 105
male and 134 female undergraduate students indicated their Imagery Accessibility. The interaction between viv-
attitudes (a p .92) and purchase intentions (a p .87) on idness and presence of imagery appeals had a significant
the scales used in study 1. To assess the accessibility of the effect on the accessibility of the consumption imagery
consumption imagery, participants were then asked to vi- (F(1, 232) p 8.24, p ! .01). While inviting imagery in-
sualize the vacation and provide a written description of the creased the perceived ease of subsequent imagery generation
mental image. The ease of this subsequent generation of the in the high vividness condition, it had a negative effect in
consumption imagery was assessed with six nine-point the low vividness condition (fig. 3).
5. 446 JOURNAL OF CONSUMER RESEARCH
FIGURE 2
STUDY 2: BRAND ATTITUDES AND PURCHASE INTENTIONS
Following the procedure described by Baron and Kenny ings in parentheses after the vivid description of each of the
(1986), additional analyses showed that imagery accessi- items (app. B). We employed a previously validated ma-
bility had significant effects on both attitudes (B p .51, nipulation of processing instructions (Keller and McGill
SE p .06, p ! .01) and intentions (B p .55, SE p .06, 1994) such that in the imagery processing condition, par-
p ! .01). Furthermore, when controlling for the effect of ticipants were instructed to rely on their imagination, not to
imagery accessibility, the interaction effect of vividness and be coldly analytical, to close their eyes, visualize the de-
imagining was no longer significant for both attitudes
(B p .12, SE p .10, p 1 .23) and intentions (B p .05, FIGURE 3
SE p .10, p 1 .58). The mediating role of the imagery ac-
cessibility was further indicated by the significant estimate STUDY 2: ACCESSIBILITY OF THE CONSUMPTION IMAGERY
of the mediated effect for attitudes (B p .16, SE p .06,
p ! .01) as well as intentions (B p .17, SE p .06, p !
.01). These results provide support for hypothesis 3.
STUDY 3
Study 3 replicated and extended the results from the pre-
vious two studies in another context, with different manip-
ulations of imagery fluency and with a direct measure of
actual product choice. Furthermore, it examined a potential
moderator of the observed imagery fluency effect.
Method
We used a restaurant review created by Pham, Meyvis,
and Zhou (2001) that was rated as very easy to visualize
(M p 6.09 of 7), and we varied the original review’s viv-
idness in two additional versions. In the second version, the
original information was presented in a table with corre-
sponding numerical ratings. In the third version, the original
information was presented by including the numerical rat-
6. FLUENCY OF CONSUMPTION IMAGERY 447
scription, and utilize the power of their imagination to en- Results and Discussion
vision it. In the analytical processing condition, participants
were told to be careful, to be well reasoned, and not to let
their imagination get the better of them. No specific instruc- Product Choice. Regression analysis was performed
tions were provided in the third condition. with the choice of a gift certificate from the restaurant over
Two hundred and fifty-eight undergraduate students (145 the monetary prize as the predicted variable, style of pro-
males and 113 females) participated in the study. For their cessing as a covariate, and the independent variables (1)
help with the study, participants were told that their names type of information, (2) type of processing instructions, and
would be entered in a drawing for a $30 cash prize. To (3) private self-consciousness. The analysis revealed a sig-
examine cognitive elaboration, recall, and affect as alter- nificant three-way interaction between type of information,
native accounts for the predicted reverse effects of imagery type of processing instructions, and private self-conscious-
appeals, participants listed their thoughts in response to the ness (B p .88, SE p .41, p p .03). To further examine
review and completed an open-ended recall question. Two these effects, we compared participants with scores above
independent raters (81% agreement) coded (1) the number and below the median value of 2.0 on the private self-con-
of product-relevant thoughts, (2) the valence of these sciousness scale. The analyses of the high private self-con-
thoughts, (3) the number of product attributes mentioned in sciousness group revealed significant main effects of type
the thought listings, and (4) the number of product attributes of information (B p 1.48, SE p .56, p p .01) and type of
recalled correctly. Participants further indicated the extent processing instructions (B p 1.74, SE p .73, p p .02) on
to which the review made them feel good, bad, excited, the preference of the gift certificate over the monetary op-
stressed, happy, pleasant, unpleasant, interested, bored, pos- tion. These main effects, however, were modified by a sig-
itive emotions, and negative emotions (a p .73). To test nificant interaction between type of information and type of
the predicted moderating role of internal focus, participants processing instructions (B p .66, SE p .25, p p .01).
were asked to complete the Private Self-Consciousness Scale For participants high in internal focus, imagining instruc-
(Fenigstein et al. 1975, a p .65). The Style of Processing tions had opposite effects on product preferences depending
Scale (Childers, Houston, and Heckler 1985; a p .69) was on the vividness of the product information (fig. 4). When
included in order to control for differences in preference the product was depicted in a vivid way, the imagining
toward visual versus verbal style of processing. At the end instructions increased product choice. However, when in
of the experiment, participants were thanked for their par- addition to the vivid information the message included nu-
ticipation and were reminded that their names would be merical ratings, the imagining instructions did not impact
entered in the drawing for the $30 cash prize. Then they product choice. Furthermore, when the product was pre-
were offered the option of winning a $50 gift certificate sented only with numerical ratings, asking participants to
from the restaurant described in the study instead of the $30 imagine the product experience decreased their preferences
prize initially announced. We used their choice of a gift toward the restaurant. These results supported hypothesis 4.
certificate for the restaurant over the monetary prize as a Importantly, they were observed despite the fact that the
measure of product choice. three types of information were equally effective in the ab-
FIGURE 4
STUDY 3: PRODUCT CHOICE (HIGH INTERNAL FOCUS)
7. 448 JOURNAL OF CONSUMER RESEARCH
sence of imagining instructions (B p .01, SE p .387, p 1 information than when the product was described with nu-
.98). merical information only (F(2, 254) p 7.512, p ! .01).
For participants low in internal focus, however, neither These findings are consistent with previous research sug-
the main effects of type of information (B p .66, SE p gesting that vivid information facilitates memory (Kieras
.58, p 1 .25) and type of instructions (B p .44, SE p 1978), however, they suggest that in the present study, the
.73, p 1 .54), nor the interaction between the two variables effects of the imagining instructions could not be attributed
(B p .17, SE p .25, p 1 .50) were significant. Providing to enhanced cognitive elaboration or recall. The absence of
support for hypothesis 5, the interaction effects of type of significant effects in regard to the valence of the product-
information and type of instructions were observed only for relevant thoughts further suggested that the favorability of
individuals attuned to their internal experiences. the cognitive responses did not mediate the observed effects.
Additional Analyses. Participants’ affective responses
revealed only a main effect of type of information GENERAL DISCUSSION
(F(2, 254) p 2.98, p ! .05). Although (consistent with the Overview of the Findings
definition of vividness) the vivid description produced more
positive affective reactions (M p 1.93 ) than the numerical The role of the subjective experiences accompanying the
ratings produced (M p 1.43), no significant effects involv- processing of marketing communications is becoming an
ing type of processing instructions were observed. These increasingly important area of consumer research. The three
results suggest that emotional response to the message is an studies reported herein demonstrated that the generally ob-
unlikely mediator of the effects. served positive effect of imagery appeals can be reversed
Examination of the cognitive responses and recall re- by conditions that impair the fluency with which consumers
vealed significant interactions between type of information imagine experiencing the product. It is noteworthy that the
and type of processing instructions for the number of prod- evidence for this retarded fluency effect converged across:
uct-related thoughts (F(4, 254) p 4.532, p ! .01), the num- (1) different manipulations, (2) different products, (3) em-
ber of product attributes mentioned in the thought listings bedded imagery appeals versus imagining instructions, (4)
(F(4, 254) p 3.697, p ! .01), and the number of product immediate and delayed outcome measures, and (5) measures
attributes recalled (F(4, 254) p 3.386, p ! .01). The pattern of attitudes, behavioral intentions, and actual product choice.
of these interactions, however, was in a direction different These converging results enhanced our confidence in the
from the earlier-discussed results for product choice. When validity of the findings.
the restaurant was described with vivid and numerical in- We focused on two variables related to the fluency of
formation simultaneously, the imagining instructions re- imagery generation—the individual’s dispositional ability to
sulted in a greater number of product-related thoughts, and create vivid mental images and the vividness of the product
product attributes mentioned in the thoughts or recalled. depiction. Evidence for the role of dispositional imagery
However, when the product was described solely with either vividness can be seen in the results of study 1, which dem-
vivid or numerical information, the imagery appeals de- onstrated that when participants were low in dispositional
creased product-related thoughts, thoughts about specific imagery vividness, imagery appeals were not only ineffec-
product attributes, as well as recall (table 1). These results tive but reduced the persuasiveness of the ad. Evidence for
were observed despite the fact that overall more product the role of the vividness of the product information emerged
features were recalled when the product was described with clearly from the results of study 2 and study 3. Both ex-
vivid information or a combination of vivid and numerical periments demonstrated that without a vivid product depic-
TABLE 1
STUDY 3: COGNITIVE RESPONSES AND RECALL
Number of product
Number of product- attributes in the Number of product
related thoughts thoughts attributes recalled
Numerical information only:
Analytical instructions 2.9 2.2 3.8
No instructions 3.0 2.8 4.0
Imagining instructions 2.2 1.8 2.9
Vivid and numerical information:
Analytical instructions 2.1 2.4 4.1
No instructions 2.4 2.3 4.0
Vivid information only:
Analytical instructions 3.4 3.0 5.4
No instructions 2.6 2.4 5.2
Imagining instructions 2.3 2.2 4.8
8. FLUENCY OF CONSUMPTION IMAGERY 449
tion, asking consumers to imagine a positive product ex- that these variables may not only reduce the effects of the
perience had a negative effect on product evaluations. imagery appeals but can result in a qualitative difference that
Importantly, along with the findings for the negative effect reverses the direction of these effects. Our findings also sug-
of imagery appeals in the absence of vivid product descrip- gest a complementary account for the effects of imagery.
tion, the results of study 3 also revealed that adding non- Previous research has highlighted the role of the favorability
experiential, numerical information to the vivid description of the information that the imagery brings to mind (Kisielius
not only failed to increase the persuasiveness of the message and Sternthal 1984, 1986) and the role of transporting con-
but undermined the positive effect of imagery appeals. That sumers away from counter-arguing the presented information
is, imagery instructions were effective only when the vivid (Escalas 2004). The results from this investigation suggest
information was the only information that participants had that in addition to these accounts, imagining instructions may
available. It should be noted that in both study 2 and study be effective because they create a readily accessible mental
3 the different product depictions were equally effective in image of the consumption experience.
the absence of imagining or analytical processing instruc- The present investigation also extends the existing re-
tions. Thus, the differential effects of imagining instructions search on the effects of vivid information. The results of
could not be attributed simply to the differences in the in- both study 2 and study 3 demonstrated that in the absence
formation provided by the depictions. of imagery appeals, vividness did not impact product eval-
In addition to revealing factors that can impact the ease uations. This finding is consistent with previous research
of imagery generation and reverse the effects of imagery suggesting that vivid information may be more persuasive
appeals, the present research provided evidence that these only under specific circumstances (Kisielius and Sternthal
effects were mediated by the accessibility of the image of 1984, 1986). For example, the vividness of the product
experiencing the product. Thus, the fluency of imagery gen- attributes had an impact on product evaluations when par-
eration impacted product preferences not only immediately ticipants relied on their imagination in making the choice
after seeing the ad (study 2), but also after a delay created but not when they used an analytical strategy (McGill and
by a distraction task (study 1) or when completing a variety Anand 1989). We expanded upon this research by showing
of process measures and personality scales (study 3). By that, under analytical processing, the vivid information was
reducing the plausibility of some alternative possibilities, not only ineffective but even undermined product eval-
the additional process measures that we assessed provided uations.
further confidence in the increased accessibility of the con- In a more general framework, our research provides in-
sumption imagery as the underlying process. Since in both sights into the consequences of a mismatch between the type
study 2 and study 3 participants’ affective responses were of product description and type of processing strategy uti-
not impacted by the imagery appeals, the observed effects lized by the audience. When the product was not presented
of imagery appeals on product evaluations could not be in a vivid way, engaging consumers in imagery processing
attributed to differences in the affective reactions to the resulted in more negative product evaluations. Similarly,
message. The lack of significant effects of the imagining when the product was depicted in a highly vivid way, an-
instructions on the valence of the cognitive responses in alytical processing had a negative effect on product eval-
study 2 and study 3 suggests that the effects of the imagining uations. These findings suggest that a mismatch between the
instructions on product preferences could not be attributed type of information and the type of processing utilized by
to the favorability of the cognitive responses either. Fur-
the consumer can impact the fluency of processing the prod-
thermore, in study 3 the positive effect of imagery appeals
uct information and hamper the effectiveness of marketing
in the vivid condition was accompanied by a decline in the
communications.
number of product related thoughts and recall. These results
Another general domain to which the present findings
render cognitive elaboration and recall unlikely mediators
contribute involves the importance of the match between
of the effects of imagery appeals in the present context.
They also suggest that when consumers engage in imagery the amount and type of information that consumers are pro-
processing, attribute recall may be a poor measure of ad- vided and the resources available to them for processing this
vertisement effectiveness. information. Consistent with the resource-matching per-
spective (Peraccio and Meyers-Levy 1997), our findings in-
dicate that adding nonexperiential information to a vivid
Theoretical Implications product depiction may redirect cognitive resources, thus in-
Taken together, the findings from the three studies have terfering with consumers’ ability to imagine the product
implications for several domains. In regard to imagery, this experience. As a result, when consumers engaged in imagery
research demonstrated that the generally observed positive processing, adding favorable nonexperiential information to
effect of imagery appeals may reverse when individuals ex- the message had a detrimental effect on product preferences.
perience difficulty generating consumption imagery. Extend- Finally, the present findings advance our knowledge re-
ing past research demonstrating that imagery appeals are more garding accessibility and fluency effects. Previous research
effective for individuals high in imagery abilities (Bone and has been focused on examining the impact of subjective
Ellen 1992) or when the product was described in a vivid experiences such as ease-of-retrieval and processing fluency.
way (Keller and McGill 1994), the present findings showed Extending these findings to a novel domain, our research
9. 450 JOURNAL OF CONSUMER RESEARCH
reveals that the effects of such subjective experiences could attuned to their internal experiences. We examined focus on
be found in the use of imagery in processing product in- internal experiences as a dispositional variable. A fruitful
formation. Our findings further provide a deeper understand- direction for future research would be to investigate other
ing of accessibility and fluency effects by showing that they factors that can impact internal focus and consequently mod-
are likely to impact judgments only when individuals are erate the impact of metacognitive experiences.
APPENDIX A
STUDY 1 AND STUDY 2 EXPERIMENTAL MATERIALS
10. FLUENCY OF CONSUMPTION IMAGERY 451
APPENDIX B
STUDY 3 EXPERIMENTAL MATERIALS
VIVID INFORMATION
“This place reminds one of an elegant bistro that would be found in a small city close to Paris. The dining room, with
its old wooden floor and peach color walls, basks in a soft gentle light, giving the place a very intimate feeling. The food
is very good. The meat is so tender that you can feel it melt on your tongue. The various meat dishes come with distinctive
sauces, all smooth and flavorful. The seafood is exceptional, especially the fresh and juicy oysters on the half-shell and the
classic steamed mussels in dry vermouth. The service is good, professional and discreet.”
NUMERICAL INFORMATION
RESTAURANT REVIEW WITH RATINGS
VIVID AND NUMERICAL INFORMATION COMBINED
“This place reminds one of an elegant bistro that would be found in a small city close to Paris. The atmosphere is excellent
(a rating of 33). The dining room, with its old wooden floor and peach color walls, basks in a soft gentle light, giving the
place a very intimate feeling. The specific ratings on intimacy and elegancy were 36 (exceptional) and 30 (very good). The
food received good ratings (average rating 31.5). Our experts gave the meat dishes a rating of 30 (very good), describing
the meat as ‘so tender that you can feel it melt on your tongue.’ The various meat dishes come with distinctive sauces, all
smooth and flavorful, rated as excellent (34 points). The seafood is exceptional (a rating of 35), especially the fresh and
juicy oysters on the half-shell (rating of 36) and the classic steamed mussels in dry vermouth (rating of 36). The service is
good, professional and discreet (rating of 30). This restaurant received an overall rating of 33.5 (excellent).”
[Dawn Iacobucci served as editor and Eugene Anderson Baron, Reuben M. and David A. Kenny (1986), “The Moderator-
served as associate editor for this article.] Mediator Variable Distinction in Social Psychological Re-
search: Conceptual, Strategic, and Statistical Considerations,”
Journal of Personality and Social Psychology, 51 (Decem-
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