How to easily facilitate consumers' mental simulation through advertising: the effectiveness of self-referencing image dynamics on purchase intention

This current research consists of two studies that employ the psychological construct of self-referencing with the goal being to identify an optimal means by which ad viewers are able to generate mental simulation through advertising. In Study 1 we identify that the ad, when incorporating a self-ref...

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Veröffentlicht in:	International journal of advertising 2021-08, Vol.40 (5), p.810-834
Hauptverfasser:	Yim, Mark Yi-Cheon, Kim, Young K., Lee, JeongGyu
Format:	Artikel
Sprache:	eng
Schlagworte:	Business Business & Economics Communication dynamic self-referencing ease of mental simulation prior product experience Self-referencing Social Sciences static self-referencing
Online-Zugang:	Volltext
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