When Imagery Influences Spending Decisions

Abstract

Consumers who think about spending money on a product may do so by engaging in different processing modes. Previous research has shown that imagery processing is particularly likely to lead to persuasion. This paper sheds further light on why this may happen. It argues that imagery spontaneously leads to the simulation of ownership and that the resulting sense of ownership mediates the effect of imagery on consumer behavior. Two studies support the proposed relation between imagery processing, psychological ownership, and consumer behavior. Psychological ownership mediates the effect of imagery and affects consumer reactions beyond imagery. Consumers’ mental projection into an ownership-like-state seems to be a key factor driving product acquisition.

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