Petia Petrova

Imagery Appeals

imagery

fluency

backfiring

effects

Petrova & Cialdini Journal of Consumer Research, 32

3

4

5

6

7

8

Low imagers High imagers

Bra

nd

atti

tud

es

an

d in

ten

tio

ns

.

Imagininginstructions

Noimagininginstructions

Imagery appeals

No imagery appeals

Low imagers High imagers

Backfiring effects of imagery appeals

Petrova & CialdiniJournal of Consumer

Research, 32

4.5

5.0

5.5

6.0

6.5B

rand

att

itud

es a

nd in

tent

ions

High vividness Low vividness

No imageryappeals

ImageryAppeals

Backfiring effects of imagery appeals

Petrova & CialdiniJournal of Consumer

Research, 32

0

10

20

30

40

50

Vivid Only Vivid &Numerical

Numerical

Analyticalinstructions

Noinstructions

Imagininginstructions

Backfiring effects of imagery appeals