{"title":"Self-imagery and advertising effectiveness: the role of sense of presence.","authors":"Wonseok Eric Jang, Sun Young Lee, Akira Asada","doi":"10.1080/00221309.2021.1978920","DOIUrl":null,"url":null,"abstract":"<p><p>The purpose of this study was to assess whether self-imagery is more effective than other-imagery, and if so, to investigate the mechanism of how self-imagery generates more increased positive responses from consumers. Furthermore, we explored the boundary conditions associated with reduced positive effects of self-imagery on consumer responses. The results of Experiment 1 suggest that self-imagery was more effective than other-imagery in generating a favorable attitude toward an advertisement and purchase intention, since it enhanced a sense of presence, and consequently, imagery engagement. However, based on the results of Experiment 2, when an advertisement evoked a sense of high-risk, self-imagery generated a less favorable attitude toward the advertisement than other-imagery due to the emotion of fear evoked by the advertisement.</p>","PeriodicalId":47581,"journal":{"name":"Journal of General Psychology","volume":null,"pages":null},"PeriodicalIF":1.9000,"publicationDate":"2023-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of General Psychology","FirstCategoryId":"102","ListUrlMain":"https://doi.org/10.1080/00221309.2021.1978920","RegionNum":4,"RegionCategory":"心理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"PSYCHOLOGY, MULTIDISCIPLINARY","Score":null,"Total":0}
引用次数: 0
Abstract
The purpose of this study was to assess whether self-imagery is more effective than other-imagery, and if so, to investigate the mechanism of how self-imagery generates more increased positive responses from consumers. Furthermore, we explored the boundary conditions associated with reduced positive effects of self-imagery on consumer responses. The results of Experiment 1 suggest that self-imagery was more effective than other-imagery in generating a favorable attitude toward an advertisement and purchase intention, since it enhanced a sense of presence, and consequently, imagery engagement. However, based on the results of Experiment 2, when an advertisement evoked a sense of high-risk, self-imagery generated a less favorable attitude toward the advertisement than other-imagery due to the emotion of fear evoked by the advertisement.
期刊介绍：
The Journal of General Psychology publishes human and animal research reflecting various methodological approaches in all areas of experimental psychology. It covers traditional topics such as physiological and comparative psychology, sensation, perception, learning, and motivation, as well as more diverse topics such as cognition, memory, language, aging, and substance abuse, or mathematical, statistical, methodological, and other theoretical investigations. The journal especially features studies that establish functional relationships, involve a series of integrated experiments, or contribute to the development of new theoretical insights or practical applications.
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