The mediating role of mental imagery in mobile advertising

作者：

Highlights：

• We used an experimental design to study mental imagery in mobile advertising.

• MMS and transformational ads impact on vividness and elaborated mental imagery.

• SMSs exert a greater effect on the quantity of mental imagery.

• Mental imagery mediates on ad trust.

• Mental imagery exerts a positive influence on purchase intention.

摘要

•We used an experimental design to study mental imagery in mobile advertising.•MMS and transformational ads impact on vividness and elaborated mental imagery.•SMSs exert a greater effect on the quantity of mental imagery.•Mental imagery mediates on ad trust.•Mental imagery exerts a positive influence on purchase intention.

论文关键词：Mental imagery,Mobile advertising,Informational ad,Transformational ad,Ad trust

论文评审过程：Available online 8 May 2014.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2014.04.004