The Effectiveness of Print Advertising Stimuli in Evoking Elaborate Consumption Visions for Potential Travelers

By Gabrielle Walters, B. Sparks, Carmel Herington. 2007

220 citations recorded by the source corpus.

Two imagery-evoking strategies are examined to determine their effectiveness in producing an elaborate consumption vision. Specifically, a 3 × 3 factorial experimental design is employed to examine the effects of pictures and text as advertising stimuli to evoke elaborate consumption visions among the participants within the context of holiday decision making. A MANOVA revealed a main effect for each of the two stimuli. The presence of more concrete pictures contributed to the extent of elaboration and the quality of consumers' consumption visions. Furthermore, the addition of concrete words together with instructions to imagine increased the elaboration and quality of the consumption vision. A significant interaction effect between the picture and text variables demonstrated that combining instructions to imagine with concrete pictures is the most efficacious strategy. The article discusses the implications of the findings for theory as well as offering an application of the results for tourism destination marketers.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/736abb9b2a0858402eefde0c35ba9b54bff511aa

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Citations in the corpus

The effects of online product presentation on consumer responses: A mental imagery perspective (2014, methodology): “…electronically altered, and water color renditions) Stimuli → mental Imagery → attitude, Recall of the resort, Behavioral intention Tourism advertisement Walters et al. (2007) Pictures (concrete picture, less concrete picture, no picture), Text (concrete words, instructions to imagine,…”
The Influence of Place Attachment, Ad-Evoked Positive Affect, and Motivation on Intention to Visit: Imagination Proclivity as a Moderator (2020, background): “Furthermore, Walters, Sparks, and Herington (2007) argue that imaginative factors affect the evaluative phase of the destination selection process.”
Investigating the Role of Prior Knowledge in Tourist Decision Making (2014, background): “Other influences such as the quality of the message and the attractiveness of the pictures used (Jun and Holland 2012; Walters, Sparks, and Herington 2007), the design of destination websites (Kim and Fesenmaier 2008), and the influence of eWOM (Bronner and de Hoog 2011) were also investigated.”
When art meets tech: The role of augmented reality in enhancing museum experiences and purchase intentions (2018, background): “Unlike visual cues that make imaginary scenarios readily available, with verbal cues, individuals have no choice but to mentally imagine and visualize the described scenario themselves (Walters et al., 2007).”