Mental Imagery in an In-store Apparel Shopping Context: Do Women and Men Differ?

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Date
2018-01-01
Authors
Kim, Jung-Hwan
Kim, Minjeong
Yoo, Jungmin
Park, Minjung
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Altmetrics
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Abstract

This study examined how mental imagery experienced during in-store shopping influences consumers’ affective (anticipatory emotion), cognitive (perceived ownership and decision satisfaction) responses and conative response (behavioral intentions) and further investigated how men and women differ in the way mental imagery influences consumer responses.

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