Role of Mental Imagery in Consumer's Purchase Decision: Unfurling New Dimensions of Consumer's Thought Process

25 Pages Posted: 6 Feb 2020

See all articles by Ratul Sur

Ratul Sur

University of Kalyani

Pradip Kumar Samanta

University of Kalyani

Date Written: August 24, 2016

Abstract

Previous research bears enough evidence that thoughts occur as images. But, in consumer contexts it has not been studied properly, neither its implications explored. Hence, this study explores this gap and shows that consumers mostly depend upon their effective capacities to draw images of themselves consuming a product before actually consuming it. The study also shows the importance of celebrity endorsers in the process of consumer’s judgment of products, and indicates that peripheral route of effectiveness is the route which is activated in such cases. While doing this, the study also explores the fact that beliefs have a major role in framing the attitude of the consumers. It has also been pointed out that balanced relationships, which were originally believed to influence the purchase decision are actually not having such pronounced relations, while a view of possible self of consumers has a positive role.

Suggested Citation

Sur, Ratul and Samanta, Pradip Kumar, Role of Mental Imagery in Consumer's Purchase Decision: Unfurling New Dimensions of Consumer's Thought Process (August 24, 2016). Available at SSRN: https://ssrn.com/abstract=3518996 or http://dx.doi.org/10.2139/ssrn.3518996

Ratul Sur (Contact Author)

University of Kalyani ( email )

Ghoshpara
Kalyani
Kolkata, WI West Bengal 741235
India
9433010765 (Phone)
741235 (Fax)

Pradip Kumar Samanta

University of Kalyani ( email )

University Of Kalyani
Kalyani
West Bengal, 741235
India
7001469507 (Phone)

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