Mental imagery and its determinants as factors of consumers emotional and behavioural responses: Situation analysis in online shopping

This research highlights the positive influence of self-mental imagery and its antecedents on mixed anticipated emotions and purchase intention and impulse purchase of e-consumers. The results show that the choice of stimuli used in the presentation of a product on e-retail websites can significantly influence mental imagery and behavioural consumer responses. Some theoretical and managerial implications are proposed. Research avenues derived from the study’s limitations are underlined.