Effects of imagery copy and product samples on responses toward the product

Abstract

We examined the effects of imagery copy and product samples on responses toward an apparel catalog product. The addition of product samples with or without imagery copy to a catalog page enhanced pre-purchase attitude toward the product. These treatments did not, however, affect willingness to purchase, perceived accuracy of product information, post-purchase satisfaction, or likelihood of returns. We also examined whether aspects of experiential pleasure mediated responses toward the product. Both sensory pleasure and cognitive pleasure affected attitude toward and willingness to purchase the product. We discussed considerations regarding the effectiveness of imagery copy and product samples.

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