.... An illustrative case study using AR shows how consumers use this temporalisation to find stability and comfort through projecting backwards (remembering) and forwards (imagining) in their lives. Findings The proliferation of novel digital technologies and platforms has radically transformed consumption...

...-use ideation (imagine end-use) and become inspired by more original ideas. Design/methodology/approach Three studies were carried out. Study 1 tested if creativity priming resulted in more effective end-use ideation (greater number of ideas and more original ideas) compared to environmental...

...Manveer K. Mann; Yuping Liu-Thompkins Purpose This study aims to examine gender differences in the impact of imagining product use on purchase decisions. The authors argue that while imagination can enhance purchase intention for female consumers, it can be detrimental to male consumers...

...Ruby Saine; Carlin A. Nguyen; Ali Besharat; Philip J. Trocchia Purpose When consumers imagine themselves in various consumption scenarios, they can do so from the actor or the observer perspective. These different vantage points are known as imagery perspectives. This paper aims to investigate how...

...Ross Gordon; Joseph Ciorciari; Tom van Laer Purpose This paper aims to present a study using encephalography (EEG) to investigate consumer responses to narrative videos in energy efficiency social marketing. The purpose is to assess the role of attention, working memory, emotion and imagination...

...Barbara J. Philips Purpose Imagination is a complex mental process where consciousness departs from reality to create new content not currently found in existence. Imagination is key to marketing persuasion, but studies that examine consumer imagination in response to marketing messages illustrate...