How product representation shapes virtual experiences and re-patronage intentions: the role of mental imagery processing and experiential value

This chapter moves forward by unpacking the generic identity of computer-animated films and examines the journey narrative structure as their prevailing syntax and first line of action. In this chapter, two forms of narrative are established that are widely operational within the genre. The first of these are the “flushed away” narratives that rely upon on abrupt geographical disjuncture, and which often requires the protagonist to negotiate and quickly adapt to a foreign milieu. The second journey narrative form advanced in this chapter is the “over the hedge” narrative, which are voyages signalled as altogether more prepared or expected. This chapter explores in detail how computer-animated films deploy these two forms of journey narrative structure to interrogate ideas of mobility, location, destination and tourism through the virtual experiences they offer of travelled space. Chapter Two concludes by positioning the journey narrative within the context of film franchising and the “sequelled” narrative. Computer-animated films rarely exists in isolation, but are supported by a range of sequels, spin-offs and short films. This chapter identifies how narrative structure can be productively entwined with the wider role of film series and cycles that continues to define the franchise mentality of post-millennial Hollywood cinema.

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Consumer decision-making in a retail store: the role of mental imagery and gender difference

International Journal of Retail & Distribution Management ◽

10.1108/ijrdm-10-2019-0353 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Jung-Hwan Kim ◽

Minjeong Kim ◽

Jungmin Yoo ◽

Minjung Park

Keyword(s):

Decision Making ◽

Mental Imagery ◽

Decision Making Process ◽

Consumer Decision Making ◽

Consumer Decision ◽

Content Type ◽

Perceived Ownership ◽

Decision Satisfaction ◽

The Relationship

PurposeThe purpose of the study is to investigate how mental imagery evoked from sensory in-store experience influences consumer anticipatory emotion, perceived ownership and decision satisfaction which eventually impact positive consumer responses such as behavioural intent. In this study, gender difference is proposed as a moderator to completely understand the role of mental imagery in the in-store decision-making process.Design/methodology/approachUsing a market research agency in South Korea, an online survey was employed to collect data. A total of 455 useable respondents (men = 224 and women = 231) largely living in the two most populous provinces in South Korea (i.e. Seoul and Gyeonggi provinces) completed the survey. A number of path analyses were conducted to test hypotheses.FindingsThe results of the study showed that mental imagery evoked from sensory product experience played a critical part in facilitating the consumer decision-making process by influencing anticipatory emotion and perceived ownership. The relationship among anticipatory emotion, perceived ownership, decision satisfaction and behavioural intent was significant except for the relationship between perceived ownership and behavioural intent. This study further indicated that the way mental imagery influences the in-store decision-making process differs between men and women.Originality/valueThe effect of mental imagery in a physical retail context is largely ignored. This study addressed the crucial role of mental imagery in a physical apparel retail setting and examined its impact on consumer decision-making processes. By exploring how to enhance consumers' in-store sensory shopping experiences through mental imagery to influence their positive shopping outcomes, this study offers vital insights into how retailers operating physical stores can successfully utilize their stores.

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The Mechanism of the Effects of Experiential Marketing on Urban Consumers’ Well-Being

Complexity ◽

10.1155/2020/8813906 ◽

2020 ◽

Vol 2020 ◽

pp. 1-10

Author(s):

Hongshen Liu ◽

Yuying Fu ◽

Hao He

Keyword(s):

Service Industry ◽

Positive Impact ◽

Service Marketing ◽

Well Being ◽

Sustainable Urban Development ◽

Value Proposition ◽

Experiential Marketing ◽

Experiential Value ◽

The Relationship

Knowing how to improve urban consumers’ well-being is of great importance for sustainable urban development and has become a research hotspot in the field of service marketing, which is evolving from functionality-focused view into experience-focused view. This study explored the mechanism and boundary conditions of experiential marketing on urban consumers’ well-being with a survey data collected from 256 consumers in the catering service industry in China. The results showed that experiential marketing had a significant positive impact on consumer well-being, experiential value played a partial mediation role between experiential marketing and consumer well-being, value proposition engagement moderated the relationship between experiential value and consumer well-being, and value proposition engagement moderated the mediation role of experiential value between experiential marketing and consumer well-being. This study complements the literature of transformative service by revealing a complex mechanism relating to the effects of experiential marketing on urban consumers’ well-being and provides theoretical guidance for service enterprises to improve their offerings.

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