Fennis, Bob M.; Das, Enny; Fransen, Marieke L. - In: Journal of Business Research 65 (2012) 6, pp. 861-864
individual differences in chronically experienced vividness of visual imagery. For informational ads for a functional product …. However, for transformational ads for an experiential product, vivid content increased brand attitude regardless of individual … differences in vividness of visual imagery, probably because vivid transformational ads tend to elicit strong visual images for …