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

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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.

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Authors and Affiliations

  1. Northwestern University, USA

    Ann L. McGill

  2. Columbia University, Columbia, USA

    Punam Anand

Authors
  1. Ann L. McGill
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  2. Punam Anand
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McGill, A.L., Anand, P. The effect of imagery on information processing strategy in a multiattribute choice task. Market Lett 1, 7–16 (1989). https://doi.org/10.1007/BF00436144

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  • DOI: https://doi.org/10.1007/BF00436144

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