Saine, Ruby; Nguyen, Carlin A.; Besharat, Ali; … - In: European Journal of Marketing 52 (2018) 9/10, pp. 1864-1885
Purpose: When consumers imagine themselves in various consumption scenarios, they can do so from the actor or the observer perspective. These different vantage points are known as imagery perspectives. This paper aims to investigate how imagery perspectives can influence consumers’ decisions...