Imagination, Social Interactions and the Consumer Decision Process

Research output: ThesisDoctoral Thesis

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Abstract

This research has practical implications for developing marketing communications strategies. Given the importance of mental imagery in influencing both the social interaction variables and Purchasing Intentions, marketers can help consumers to create their own mental pictures by creating memorable Vivid imagery through their marketing communications. The results also demonstrate that there are links between the social interaction variables, and that these help consumers to process social information for use in matching products to their identity. This implies that marketers can influence purchasing intentions by showing both the social influence of products to consumers, as well as by helping the consumer feel that the product "is them".
Original languageEnglish
QualificationDoctor of Philosophy
Awarding Institution
  • Charles Sturt University
Place of PublicationAustralia
Publisher
Publication statusPublished - 2010

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Social interaction
Consumer decision
Decision process
Marketers
Purchasing
Marketing communications
Imagery
Social influence
Communication strategies
Social processes

Cite this

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title = "Imagination, Social Interactions and the Consumer Decision Process",
abstract = "This research has practical implications for developing marketing communications strategies. Given the importance of mental imagery in influencing both the social interaction variables and Purchasing Intentions, marketers can help consumers to create their own mental pictures by creating memorable Vivid imagery through their marketing communications. The results also demonstrate that there are links between the social interaction variables, and that these help consumers to process social information for use in matching products to their identity. This implies that marketers can influence purchasing intentions by showing both the social influence of products to consumers, as well as by helping the consumer feel that the product {"}is them{"}.",
author = "Felicity Small",
note = "Thesis",
year = "2010",
language = "English",
publisher = "Charles Sturt University",
address = "Australia",
school = "Charles Sturt University",

}

Small, F 2010, 'Imagination, Social Interactions and the Consumer Decision Process', Doctor of Philosophy, Charles Sturt University, Australia.

Imagination, Social Interactions and the Consumer Decision Process. / Small, Felicity.

Australia : Charles Sturt University, 2010.

Research output: ThesisDoctoral Thesis

TY - THES

T1 - Imagination, Social Interactions and the Consumer Decision Process

AU - Small, Felicity

N1 - Thesis

PY - 2010

Y1 - 2010

N2 - This research has practical implications for developing marketing communications strategies. Given the importance of mental imagery in influencing both the social interaction variables and Purchasing Intentions, marketers can help consumers to create their own mental pictures by creating memorable Vivid imagery through their marketing communications. The results also demonstrate that there are links between the social interaction variables, and that these help consumers to process social information for use in matching products to their identity. This implies that marketers can influence purchasing intentions by showing both the social influence of products to consumers, as well as by helping the consumer feel that the product "is them".

AB - This research has practical implications for developing marketing communications strategies. Given the importance of mental imagery in influencing both the social interaction variables and Purchasing Intentions, marketers can help consumers to create their own mental pictures by creating memorable Vivid imagery through their marketing communications. The results also demonstrate that there are links between the social interaction variables, and that these help consumers to process social information for use in matching products to their identity. This implies that marketers can influence purchasing intentions by showing both the social influence of products to consumers, as well as by helping the consumer feel that the product "is them".

M3 - Doctoral Thesis

PB - Charles Sturt University

CY - Australia

ER -