Etude exploratoire des effets de l'imagerie mentale issue de la présentation des produits sur un site marchand proposition d'un modèle conceptuel de recherche

How mental imagery following the presentation of a product on a website does influence the consumer? This exploratory research attempted to answer this question, using a qualitative analysis. The results of this study support the literature on the relationship between images, words, mental imagery and memory in the context of ecommerce. This research also develops a new theoretical perspective, including the relationship of influence of imagery on consumer behavior in terms of impulse purchase and purchase intent.