Marketing Letters

, Volume 1, Issue 1, pp 7–16 | Cite as

The effect of imagery on information processing strategy in a multiattribute choice task

  • Ann L. McGill
  • Punam Anand


Two experiments were conducted to assess the effects of imagery instructions on information processing in a multiattribute choice task. Subjects were instructed to imagine owning and using alternatives or to avoid the use of imagery and to evaluate alternatives in a more analytical manner. Instructions to use imagery produced relatively more processing by alternative. In addition, imagery instructions appeared to encourage subjects to gather more information per alternative and to gather a constant amount of information per alternative. The data also support the claim that level of familiarity affects processing strategy.


Information Processing Processing Strategy Choice Task Constant Amount Analytical Manner 
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Copyright information

© Kluwer Academic Publishers 1989

Authors and Affiliations

  • Ann L. McGill
    • 1
  • Punam Anand
    • 2
  1. 1.Northwestern UniversityUSA
  2. 2.Columbia UniversityColumbiaUSA

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