Jiang, Yuwei; Adaval, Rashmi; Steinhart, Yael; Robert … - In: Journal of Consumer Research 41 (2014) 2, pp. 418-418
Consumers often imagine themselves in a scene and engage in such self-imagery while processing information. The goals that they have when they engage in such imagery (e.g., a goal to construct a story of the experience vs. a goal to acquire information) can influence how the mental images they...