Abstract
Research indicates that mental imagery often mediates cognitive and affective responses to advertising such as recall of message content, feelings, attitudes toward ads and brands, and behavioral intentions. Despite this research attention, a consistent approach to the measurement of ad-evoked imagery has not emerged. Indeed, in their review of imagery research in advertising, Babin, Burns, and Biswas (1992) suggested that a lack of valid measures of imagery have been a major hindrance to imagery research. A variety of approaches to measuring imagery have been taken including, criterion-based approaches, written protocols, and use of a variety of simple unidimensional or single items scales. Each of these approaches is somewhat deficient.
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Keywords
- Behavioral Intention
- Internal Consistency Reliability
- Research Attention
- Affective Response
- Consumer Research
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
References
Babin, L. A., Burns, A. C. & Biswas, A. (1992). "A Framework Providing Direction for Research on Communications Effects of Mental Imagery-Evoking Advertising Strategies." Advances in Consumer Research 19: 621–628.
Churchill, G. A., Jr. 1979. "A Paradigm for Developing Better Measures of Marketing Constructs, " Journal of Marketing Research 16 (February): 64–73.
Ellen, P. S. & Bone, P. F. (1991). "Measuring Communication-Evoked Imagery Processing." Advances in Consumer Research 18: 806–812.
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Miller, D.W., Hadjimarkou, J., Miciak, A.R. (2015). A Scale for Measuring Advertising-Evoked Mental Imagery. In: Wilson, E., Hair, Jr., J. (eds) Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13141-2_9
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DOI: https://doi.org/10.1007/978-3-319-13141-2_9
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