A Framework Providing Direction for Research on Communications Effects of Mental Imagery-Evoking Advertising Strategies

The authors review mental imagery research related to advertising strategy and observe that both within- and across-strategy research is lacking. A framework positing predictor, criterion, mediator and moderator variables is proposed as an appropriate frame of reference. The mediating role of mental imagery between advertising strategy alternatives and communications effects is highlighted, and while some scale development has taken place, a rigorous scale development process, along with the recommended framework, could lead to much better understanding of the consumer information processing dynamics involved with imagery-evoking advertising strategies