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The power of consumption-imagery in communicating retail-store deals

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  • Aydınoğlu, Nilüfer Z.
  • Krishna, Aradhna

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.

Suggested Citation

  • Aydınoğlu, Nilüfer Z. & Krishna, Aradhna, 2019. "The power of consumption-imagery in communicating retail-store deals," Journal of Retailing, Elsevier, vol. 95(4), pages 116-127.
    • Handle: RePEc:eee:jouret:v:95:y:2019:i:4:p:116-127
    DOI: 10.1016/j.jretai.2019.10.010
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    2. Kim, Minjeong & Kim, Jung-Hwan & Park, Minjung & Yoo, Jungmin, 2021. "The roles of sensory perceptions and mental imagery in consumer decision-making," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

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