Abstract
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 language | English |
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Title of host publication | Doing more with less |
Editors | Paul Ballantine, Jörg Finsterwalder |
Place of Publication | New Zealand |
Publisher | University of Canterbury |
Pages | 1-7 |
Number of pages | 7 |
ISBN (Electronic) | 9780473178208 |
Publication status | Published - 2010 |
Event | Australian and New Zealand Marketing Academy Conference - Christchurch, NZ, New Zealand Duration: 29 Nov 2010 → 01 Dec 2010 |
Conference
Conference | Australian and New Zealand Marketing Academy Conference |
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Country/Territory | New Zealand |
Period | 29/11/10 → 01/12/10 |