The Conceptualization and Development of Advertisement-Evoked Imagination Scale
1
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
This research aims to understand consumers’ imagination as a subjective experience which can be evoked by marketing stimuli. The characteristics and types of imagination are identified, upon which an imagination scale was developed. Results of the scale development suggest that there are four imagination types, namely, benefit-anticipatory imagination, emotional-bonding imagination, symbolic imagination, and mind-wandering imagination. The scale demonstrated reliability, as well stability for application across product types. The scale development also includes discussion on imaginationrelated but distinctive concepts of product symbolism and tendency to imagine.
Abstract
This research aims to understand consumers’ imagination as a subjective experience which can be evoked by marketing stimuli. The characteristics and types of imagination are identified, upon which an imagination scale was developed. Results of the scale development suggest that there are four imagination types, namely, benefit-anticipatory imagination, emotional-bonding imagination, symbolic imagination, and mind-wandering imagination. The scale demonstrated reliability, as well stability for application across product types. The scale development also includes discussion on imaginationrelated but distinctive concepts of product symbolism and tendency to imagine.
참고문헌 (32)
- Abraham, Magid M., "Getting the Most Out of Advertising and Promotions", Harvard Business Review, 3, pp.50~63 (1990)
- Alesandrini, Kathryn Lutz, "Imagery: Cuurent Theory, Research, and Application" (1983), John Wiley and Sons
- Belk, Russel W., "Possessions and the Extended Self", Journal of Consumer Research, 15, pp.139~168 (1988)
- Belk, Russel W., "Advances in Consumer Research, Vol. 24" (1997), Association for Consumer Research
- Bentler, P. M., "Significance Tests and Goodness of Fit in the Analysis of Covariance Structures", Psychological Bulletin, 88(3), pp.588~606 (1980)
- Campbell, D. T., "Convertgent and Discriminant Validation by the Multitrait-Multimethod Matrix", Psychological Bulletin, 56, pp.81~105 (1959)
- Edell, Julie A., "The Power of Feelings in Understanding Advertising Effects", Journal of Consumer Research, 14, pp.421~433 (1987)
- Giorgi, A. P., "Completion of Simple Forms as a Function of Varied Degrees of Incomplete Presentation", Perceptual and Motor Skills, 23, pp.1303~1309 (1966)
- Hirschman, Elizabeth C., "Hedonic Consumption : Emerging Concepts, Methods and Propositions", Journal of Marketing, 46, pp.92~101 (1982)
- Hogg, Margaret K., "Advances in Consumer Research, Vol. 24", pp.551~558 (1997), Association for Consumer Research
- Holbrook, Morris B., "The Experiential Aspects of Consumption : Consumer Fantasies, Feelings, and Fun", Journal of Consumer Research, 9, pp.132~140 (1982)
- Hyatt, Eva M, "Advances in Consumer Research, Vol.19", pp.299~303 (1992), Association for Consumer Research
- Jager, Bernd., "Imagination and Phenomenological Psychology" (1987), Duquesne University Press
- Lindaeur, Martin., "Imagery: Current Theory, Research, and Application" (1983), John Wiley and Sons
- MacInnis, Deborah J., "Information Processing from Advertisements : Toward an Integrative Framework", Journal of Marketing, 53, pp.1~23 (1989)
- Maruyama, Geoffrey M., "Basics of Structural Equation Modeling" (1997), Sage Publication
- Murray, Edward L., "Imagination and Phenomenological Psychology" (1987), Duquesne University Press
- Phillips, Lynn W., "Assessing Measurement Error in Key Informant Reports : A Methodological Note on Organizational Analysis in Marketing", Journal of Marketing Research, 18, pp.395~415 (1981)
- Puto, Christopher P., "Advances in Consumer Research, Vol. 11", pp.638~643 (1984), Association for Consumer Research
- Sarbin, R., "Towards a Theory of Imagination", Journal of Personality, 38, pp.52~76 (1970)
- Sartre, Jean-Paul., "The Psychology of Imagination" (1972), Methuen & Co. Ltd
- Singer, Jerome L., "The Inner World of Daydreaming" (1975), Harper and Row Publishers
- Singer, Jerome L., "Towards the Scientific Study of Imagination", Imagination, Cognition, and Personality, 1(1), pp.5~27 (1982)
- Sutherland, Margaret B., "Everyday Imagining and Education" (1971), Routledge
- Swanson, Guy E., "Travels through Inner Space : Family Structures and Openness to Absorbing Experiences", American Journal of Sociology, 83(4), pp.890~919 (1978)
- Swanson, Guy E., "Travels through Inner Space : Family Structures and Openness to Absorbing Experiences", American Journal of Sociology, 83(4), pp.890~919 (1978)
- Unger, Lynette S., "On the Meaning of Leisure : An Investigation of Some Determinants of the Subjective Experience. Journal of Consumer Research", Journal of Consumer Research, 9, pp.381~392 (1983)
- Valkenburg, Patti M., "Influence of TV on Daydreaming and Creative Imagination : A Review of Research", Psychological Bulletin, 116(2), pp.316~339 (1994)
- Warnock, May., "Imagination" (1976), Faber and Faber
- Weisskopf, Edith A., "A Transcendence Index As A Proposed Measure in The TAT", Journal of Psychology, 29, pp.379~390 (1950)
- White, Alan R., "The Language of Imagination" (1990), Basil Blackwell Ltd
- Wright, Newell D., "Advances in Consumer Research, Vol. 19", pp.311~318 (1992), Association for Consumer Research