ITAA-KSCT Joint Symposium

Mental Imagery in an In-store Apparel Shopping Context: Do Women and Men Differ?

Authors
  • Jung-Hwan Kim (University of South Carolina)
  • Minjeong Kim (Indiana University, Bloomington)
  • Jungmin Yoo (Duksung Women's University)
  • Minjung Park (Ewha Womans University)

Abstract

This study examined how mental imagery experienced during in-store shopping influences consumers’ affective (anticipatory emotion), cognitive (perceived ownership and decision satisfaction) responses and conative response (behavioral intentions) and further investigated how men and women differ in the way mental imagery influences consumer responses.

How to Cite:

Kim, J., Kim, M., Yoo, J. & Park, M., (2018) “Mental Imagery in an In-store Apparel Shopping Context: Do Women and Men Differ?”, International Textile and Apparel Association Annual Conference Proceedings 75(1).

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Published on
01 Jan 2018
Peer Reviewed