Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
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The Conceptualization and Development of Advertisement-Evoked Imagination Scale

  • Dewi, Ike Janita (Faculty of Economics, Sanata Dharma University Yogyakarta-Indonesia) ;
  • Ang, Swee-Hoon (Business School National University of Singapore)
  • Received : 2015.02.16
  • Accepted : 2015.07.29
  • Published : 2015.07.31
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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.

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