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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
Article

Abstract

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.

Keywords

Information Processing Processing Strategy Choice Task Constant Amount Analytical Manner 
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.

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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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