Processing information using imaginative interpretation

This conceptual paper focuses on how consumers can use imaginative interpretations to process product information. The paper proposes that imagination helps consumers develop mental imagery of products and product ownership which leads to the communication of his/her consumer social identity. The conceptual model, developed for this paper, called Imaginative Interpretation Processing depicts the way consumers engage with imagination. Consumers use imaginative interpretation through a process of conceptual blending to develop mental images. These mental images then help consumers to rehearse purchasing products. During this rehearsal process consumers can practise purchasing products to determine if the products have symbolic and social meaning. The mental imagery can also develop the symbolic and social meaning of the product for the consumer. Using this processing method a consumer can create and develop meaning in order to communicate his/her consumer social identity through product choice. The principle implication for marketers is that even direct and simple messages can be interpreted through the consumer's conceptual blend making those messages more significant for the consumers. Moreover, consumers use these marketing messages as foundations for their own mental images.