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Experiencing Products in the Virtual World: The Role of Goal and Imagery in Influencing Attitudes versus Purchase Intentions


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  • Schlosser, Ann E
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    The research agenda for this article is to examine how individuals process information presented through virtual interaction with a product (object interactivity) and the impact that this has on their purchase intentions if they are looking for an aesthetic experience (browsers) or to find specific information (searchers). It is proposed that the congruency between users' goals and the delivery of product information will influence discursive processing and thus attitudes. However, what is most effective for creating favorable product attitudes is not necessarily most effective in raising purchase intentions. This is because imagery processing should play a more prominent role in affecting purchase intentions because, when estimating their own behavior, people likely run a mental simulation of themselves performing that behavior. It is predicted that object interactivity will evoke vivid mental images of product use regardless of the users' goals and thus increase intentions. The results of four experiments support these hypotheses. Copyright 2003 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 30 (2003)
    Issue (Month): 2 (September)
    Pages: 184-98

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    Handle: RePEc:ucp:jconrs:v:30:y:2003:i:2:p:184-98

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    Cited by:
    1. Jung, Jae Min & Hui, Hang Chu (“Michel”) & Min, Kyeong Sam & Martin, Drew, 2014. "Does telic/paratelic user mode matter on the effectiveness of interactive internet advertising? A reversal theory perspective," Journal of Business Research, Elsevier, vol. 67(6), pages 1303-1309.
    2. Desmet, Pierre & Traynor, John, 2010. "Systematic Differences in Test Results across Real vs. Virtual Shopper Laboratory Stores," Economics Papers from University Paris Dauphine 123456789/5979, Paris Dauphine University.
    3. Gupta, Suraksha & Czinkota, Michael & Melewar, T.C., 2013. "Embedding knowledge and value of a brand into sustainability for differentiation," Journal of World Business, Elsevier, vol. 48(3), pages 287-296.
    4. Kaplan, Andreas M. & Haenlein, Michael, 2009. "The fairyland of Second Life: Virtual social worlds and how to use them," Business Horizons, Elsevier, vol. 52(6), pages 563-572, November.
    5. Richard, Marie-Odile, 2005. "Modeling the impact of internet atmospherics on surfer behavior," Journal of Business Research, Elsevier, vol. 58(12), pages 1632-1642, December.
    6. Morwitz, Vicki G. & Steckel, Joel H. & Gupta, Alok, 2007. "When do purchase intentions predict sales?," International Journal of Forecasting, Elsevier, vol. 23(3), pages 347-364.
    7. Natalia Vila & Inés Kuster, 2012. "The role of usability on stimulating SME’s on line buying intention: an experiment based on a ficticius web site design," Quality & Quantity: International Journal of Methodology, Springer, vol. 46(1), pages 117-136, January.


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