THE OPERATION OF VISUAL-IMAGERY AS A MEDIATOR OF ADVERTISING EFFECTS

Advertising strategists should be interested in visual imagery because it may represent a useful way to shape consumers' impressions. A fram ework is tested which casts visual imagery as a mediating factor and i ndividual differences, such as style of processing, as potential moder ators of certain advertising strategies which elicit attitude and inte ntions differences in consumers. Results indicate that the vividness o f visual imagery does operate as a latent cognitive construct when con crete wording is used in advertising copy. Instructions to imagine, ho wever, are not found to induce visual imagery. It is concluded that vi sual imagery vividness has the potential to trace consumers' mental re actions to certain advertising strategies and to explain attitudinal a nd intentions consequences. Finally, suggestions for future research a re discussed.