Effects of print ad pictures and copy containing instructions to imagine on mental imagery that mediates attitudes

Journal of Advertising

Volumn 26, Issue 3, 1997, Pages 33-44

  Babin, Laurie A ^a   Burns, Alvin C ^b  

^a UNIVERSITY OF SOUTHERN MISSISSIPPI   (United States)

^b LOUISIANA STATE UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0013140401     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.1080/00913367.1997.10673527     Document Type: Article

References (35)

1. Alesandrini, Kathryn Lutz and Anccs A. Sheikh (1983), “Research on Imagery: Implications for Advertising, ” in Imagery: Current Theory, Research and Application, Anees A. Sheikh, ed., New York: John Wiley &Sons, 535-556.
2. Anderson, James C. and Anthony G. Gerbing (1988), “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach, ” Psychological Bulletin, 103, 411-423.
3. Babin, Laurie A. and Alvin C. Burns (forthcoming), “An Improved Scale for the Measurement of Communication-Evoked Mental Imagery, ” Psychology &Marketing.
4. Babin, Laurie A., Alvin C. Burns, and Abhijit Biswas (1992), “A Paradigm Providing Direction for Research on Communication Effects of Mental Imagery-Evoking Advertising Strategies, ” in Advances in Consumer Research, Vol. 19, John F. Sherry, Jr. and Brian Slernlhal, cds., Provo, UT: Association for Consumer Research, 621-628.
5. Bagozzi, Richard P. (1980), Causal Models in Marketing, New York: John Wiley &Sons.
6. Baron, Reuben M. and David A. Kenny (1986), “The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations, ” Jour nal of Personality and Social Psychology, 51 (6), 1173-1182.
7. Bone, Paula Fitzgerald and Pam Scholder Ellen (1992), “Generation and Consequences of Commu nicalion-E voked Imagery, ” Journal of Consumer Research, 19 (June), 93-104.
8. Burns, Alvin C., Abhijit Biswas, and Laurie A. Babin (1993), ‘The Operation of Mental Imagery as a Mediator of Advertising Effects, ” Journal of Advertising, 22 (June), 71-85.
9. Dickson, Peter R., Robert E. Burnkrant, Paul E. Miniard, and Hanumantha R. Unnava (1986), “Iflt Isn’t a Duck Then Why Did It Quack? Competing Explanations for an Observed Effect of Illustrations in an Advertisement, ” in Advances in Consumer Research, Vol. 13, Richard J. Lutz, ed., Provo, UT: Association for Consumer Research, 153-157.
10. Edcll, Julie A. (1988), “Nonverbal Effects in Ads: A Review and Synthesis, ” in Nonverbal Communication in Advertising, Sidney Heeker nnd David W. Stewart, cds., Lexington MA: Lexington Books, 11-27.
11. Edcll, Julie A. and Richard SLaelin (1983), “The Information Processing of Pictures in Print Advertisements, ” Journal of Consumer Research, 10 (June), 45-61.
12. Ellen, Pan Scholder and Paula Fitzgerald Bone (1991), “Measuring Communication-Evoked Imagery Processing, " in Advances in Consumer Research, Vol. 18, Rebecca H. Holman andMichael R. Solomon, eds., Provo, UT: Association for Consumer Research, 806-812.
13. Fornell, Claes and David F. Larcker (1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, " Journal of Marketing Research, 18 (February), 39-50.
14. Gardner, Meryl Paula (1985), “Mood States and Consumer Behavior: A Critical Review, ” Journal of Consumer Research, 12 (December), 281-300.
15. Gregory, W. Larry, Robert B. Cialdini, and Kathleen M. Carpenter (1982), “Self-Relevant Scenarios as Mediators of Likelihood Estimates and Compliance: Docs Imagining Make It So?” Journal of Personality and Social Psychology, 48 (1), 89-99.
16. Keller, Punam Anand and Ann L. McGill (1994), “Differences in the Relative Influence of Product Attributes Under Alternative Processing Conditions: Attribute Importance Versus Attribute Ease of Imagability, ” Journal of Consumer Psychology, 3 (1), 29-49.
17. Kisielius, Jolita and Brian Sternthal (1984), “Detecting and Explaining Vividness Effects in Attitudinal Judgments, ” Jour nal of Marketing Research, 21 (February), 54-64.
18. Kisielius, Jolita and Brian Sternthal (1986), “Examining the Vividness Controversy: An Availability-Valencc Interpretation, ” Journal of Consumer Research, 12 (March), 418-481.
19. Lutz, Kathy A. and Richard J. Lutz (1977), “Effects of Interactive Imagery on Learning: Application to Advertising, ” Journal of Applied Psychology, 62 (4), 493-498.
20. Lutz, Kathy A. and Richard J. Lutz (1978), “Imagery-Eliciting Strategies: Review and Implications of Research, ” in Advances in Consumer Research, Vol. 5, H. Keith Hunt, ed., Ann Arbor, MI: Association for Consumer Research, 611-620.
21. Maclnnis, Deborah J. and Linda L. Price (1987), “The Role of Imagery in Information Processing: Review and Extensions, " iJournal of Consumer Research, 13 (March), 473-491.
22. McGill, Ann L. and Punam Anand (1989), “The Effect of Imagery on Information Processing Strategy in a Mulliattribute Choice Task, ” Marketing Letters, 1(1), 7-16.
23. Miller, Darryl W. and Lawrence J. Marks (1992), “Mental Imagery and Sound Effects in Radio Commercials, " Journal of Advertising, 21 (December), 83-93.
24. Mitchell, Andrew A. (1986), “The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude Toward the Advertisement, ” Journal of Consumer Research, 13 (June), 12-24.
25. Mitchell, Andrew A. and Jerry C. Olson (1981), “Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?” Journal of Marketing Research, 18 (August), 318-332.
26. Oliver, Richard L., Thomas S. Robertson, and Deborah Mitchell (1993), “Imaging and Analyzing in Response to New Product Advertising, " Journal of Advertising, 22 (December), 35-49.
27. Paivio, Allan (1969), “Mental Imagery in Associative Learning and Memory, ” Psychological Review, 76 (May), 241-263.
28. Paivio, Allan (1986), Mental Representations, New York: Oxford University Press.
29. Paivio, Allan and Kal Csapo (1969), “Concrete Images and Verbal Memory Codes, ” Journal of Experimental Psychology, 80 (2), 279-285.
30. Rossiter, John R. (1988), “The Increase in Magazine Readership, ” Journal of Advertising Research, 28 (October/November), 3539.
31. Rossiter, John R. and Larry Percy (1978), “Visual Imaging Ability as a Mediator of Advertising Response, ” in Advances in Con sumer Research, Vol. 5, H. Keith Hunt, ed., Ann Arbor, MI: Association for Consumer Research, 621-629.
32. Rossiter, John R. and Larry Percy (1980), “Attitude Change Through Visual Imagery in Advertising, ” Journal of Advertising, 9 (June), 10-16.
33. Rossiter, John R. and Larry Percy (1983), “Visual Communication in Advertising, ” in Information Processing Research in Advertising, Richard J. Harris, ed., Hillsdale, NJ: Lawrence Erlbaum Associates, 83-125.
34. Unnava, H. Rno and Robert E. Burnkrant (1991), “An Imagery-Processing View of the Role of Pictures in Print Advertisements, ” Journal of Marketing Research, 28 (May), 226-231.
35. Wright, Peter and Peter C. Rip (1980), “Product Class Advertising Effects on First-Time Buyers’ Decision Strategies, ” Journal of Consumer Research, 7 (September), 176-188.