... of nearly 3 catwalks per 100 s and this effect varies across product types. Streamers' verbal introductions notably moderate this effect. Online experiments demonstrate that catwalks affect purchase intention through an inverted U-shaped effect on mental imagery, whereas verbal introductions mitigate...

... social cues can generate mental imagery through interactivity, vividness and parasocial interactions, thus increasing the consumer's likelihood of adopting VR tourism. It was also found that imagination moderates mental imagery and adoption intention. When the consumer's imagination is stronger...

... consumers' reliance on word-of-mouth (WOM). Design/methodology/approach The research model was developed based on the mental imagery theory. Two offline experiments and two online experiments were used to test the proposed hypotheses. Findings The results show that, compared to the purchased source...

...Jungmin Yoo; Jung-Hwan Kim; Minjeong Kim; Minjung Park Purpose The purpose of this study is to investigate the effects of visual and verbal information presentations on mental imagery, perceived informativeness and purchase intention. The study assesses two types of product-related information: (1...

...) between-subjects design was conducted in Study 2. Findings A photo with a high (vs. low) contextual background enhances mental imagery, increasing perceived helpfulness and product evaluation. Furthermore, mental simulation plays a significant moderating role in the relationship between contextual...