The effects of consumer imagery processing mode and product attributes on persuasion for new product message

• Main Authors: Hong-Yi Yang, 楊弘溢
• Other Authors: Yu-Jen Chou
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/92525550766651463833

碩士 === 銘傳大學 === 管理研究所 === 98 === Effective new product design and communication strategies are important decisions for marketers. This research infers the notion that product judgments are a function of product attributes and visualize mental imagery. In terms of product attributes, this study probes into the influence of typicality (i.e., high typicality, low typicality) and benefits (i.e. hedonic attributes utilitarian attributes) of new attribute. There are four dependent variables in this study (i.e., product comprehension, product attitudes, ad attitudes and purchase intention). One 2 (product benefits: hedonic vs. utilitarian) x 2 (typicality: high vs. low) x 2 (visual mental imagery: imagination-focused vs. memory-focused) between-subject designs are conducted in this research. The authors will manipulate visualize mental imagery by the instructions. Several predictions are as follows. First, imagination-focused visualization leads to higher evaluations of low typical of new attributes than memory-focused visualization; however, type of visualization does not affect the evaluation of high typical of new attributes. Second, when consumers exposure the messages about hedonic new attributes, low typical attributes induce a better product evaluation. Third, when the new attribute is hedonic, imagination-focused visualization leads to higher evaluations than memory-focused visualization. We believe the findings have important implications in academic development and advertising strategies.