IMAGERY PARADIGMS FOR CONSUMER RESEARCH: ALTERNATIVE PERSPECTIVES FROM COGNITIVE PSYCHOLOGY.

Recent research in cognitive psychology and consumer behavior has focused increasingly on the effects of nonverbal information processing. This paper explores the nature of mental imagery as a facilitator of learning and memorial retention. Several paradigms developed in cognitive psychology dealing with picture-word processing differences are discussed in terms of their explanation of the pictorial superiority effect. Finally, areas of further research are proposed within the context of these conceptual paradigms in order to further our understanding of the effects of imaginal information processing on marketing communications. [ABSTRACT FROM AUTHOR]

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