Persuasive Imagery: A Consumer Response Perspective

By Linda M. Scott; Rajeev Batra | Go to book overview

imagery. However, to establish that imaginal processing was, in fact, the cause of any observed effects, manipulation and process checks are required. Several issues arise in this regard. Some researchers have argued that imagery may not be adequately captured through written responses, as sensory experiences may be difficult to verbalize (Morris & Hampson, 1983). Further, all retrospective measures (be they written responses or scales) are criticized on the grounds that they measure only respondents' memory for images and not the images themselves. On the other hand, concurrent measures interrupt subjects while they are engaged in imaginal processing. Researchers also need to be sensitive to the issue of demand effects while constructing their manipulation and process check measures. In other words, the measures should not lead subjects to falsely indicate that they engaged in imagery simply in order to provide an “acceptable” response. Thus, an important avenue for future research is the development of more refined and nonintrusive measurement techniques to obtain evidence of imaginal processing.


SUMMARY

The purpose of this chapter was to review and reconcile the body of evidence relating to the role of imagery instructions in persuasion. We began by clarifying the concepts of mental imagery and imagery instructions and exploring the mechanisms implicated in their use. We then described the inconsistent findings regarding the impact of imagery instructions and identified circumstances under which instructions to imagine might be persuasive. Thus, we explored various issues in the provision of the instructions that might influence their capacity to enhance persuasion. We also suggested that imagery instructions might be persuasive in conjunction with other imagery-eliciting strategies or facilitating factors. Finally, we discussed some issues relating to the measurement of mental imagery evoked through instructions to imagine. In each section, we described relevant findings from a recent study and identified possible avenues for future research in the area.

-185-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited page

Bookmark this page
Persuasive Imagery: A Consumer Response Perspective
Table of contents

Table of contents

Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this book
  • Bookmarks
  • Highlights & Notes
  • Citations
/ 436

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.