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Keywords: Mental imagery
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Journal Articles
Journal of Product & Brand Management (2024) 33 (5): 604–617.
Published: 28 May 2024
...Jung Eun Lee; Eonyou Shin; Doris H. Kincade Purpose This study aims to investigate how image-presentation-order influences mental imagery (MI) processing and purchase intentions. This study also examines the moderating effect of a series of images on the relationship between image-presentation...
