1 Visual Persuasion: Mental Imagery Processing and Emotional Experiences

Abstract: In a vsisual and persuasive advertising context researchers should explore the effect of process-generated experiential responses on judgements. Regarding this, the present paper considers an experiential processing strategy that requires elaborated cognitions. Speciffically a Mental Imagery Processing model is discussed in order to explain the relation between information processing, emotional experience, and cognitive appraisal. Research hypotheses are formulated regarding two modes of information processing (enactive versus nonenactive imagery) and two kinds of emotion information (stimulus versus response information. Predictions are made about the intensity of consumers’ feelings and appraisals