Consumer attitude confusion, mental imagery and purchase intentions

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The purpose of this study was to examine consumer attitudes towards mental imagery. In this quantitative study, it was proposed that consumers may feel an ambivalent attitude towards the maturity of relying on mental imagery and its usefulness to solve problems and develop purchase intentions. Attitude ambivalence exists when there is conflict within the attitude (Chaiken and Yates, 1985). The structural equation modelling results suggest that problem solving is positively related to purchase intentions. However, imagery as an acceptable adult behaviour is negatively related to both problem solving and purchase intentions. The results suggest that consumers are confused in their attitude towards imagery and this can affect their purchase intentions.
Original languageEnglish
Title of host publicationDoing more with less
EditorsPaul Ballantine, Jörg Finsterwalder
Place of PublicationNew Zealand
PublisherUniversity of Canterbury
Number of pages7
ISBN (Electronic)9780473178208
Publication statusPublished - 2010
EventAustralian and New Zealand Marketing Academy Conference - Christchurch, NZ, New Zealand
Duration: 29 Nov 201001 Dec 2010


ConferenceAustralian and New Zealand Marketing Academy Conference
Country/TerritoryNew Zealand


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