The Consumer's Imagination

Research output: Contribution to journalArticlepeer-review


The consumer's imagination blends together three cognitive processes; memory, fantasy and perception as a holistic processing style to create knowledge about products. The purpose of this paper is to report the results of an exploratory qualitative study on the consumer's understanding of imagination and the way that they use it. The results of the study indicated that consumers have active imaginations; they use it as a source of motivation and of self-identity. The overall implication of this study is that because imagination is so integral to the consumer's mind that they will use it to engage with products and to make product choices.
Original languageEnglish
Pages (from-to)188-194
Number of pages7
JournalJournal of International Management Studies
Issue number2
Publication statusPublished - 2008


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