IMAGING AND ANALYZING IN RESPONSE TO NEW PRODUCT ADVERTISING

This study focuses on two complementary modes of elaborative processin g in response to advertising: imagery and analysis. Imagery is charact erized by nonverbal product-related thoughts, whereas analysis is more semantic and verbal in nature. Two stimulus determinants of ad-induce d imaging and analyzing are investigated and related to the purchase c onsideration of an innovative product. Results show that the consumer' s use of imagery is related to the perceived novelty of the advertisin g stimulus, whereas analyzing is related to less favorable of advertis ing content. Product-related affect and intention to buy, in turn, are related positively to imaging and negatively to analyzing. Implicatio ns for advertising management and research are discussed.