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EMAC 2021 Annual Conference

Impact of product presentation and background congruency on consumer purchase intention: the mediating role of imagery fluency

Published: May 25, 2021


Polly Sokolova , University of Essex; Paurav Shukla, University of Southampton; Maged Ali, The University of Essex


Brands use different product presentation strategies involving varying levels of background complexity and congruency to influence consumer purchase intention. Some use simple images, presenting their product on a plain background. Others prefer the use of complex images presenting their product on a matching background or on a mismatching one. The aim of this study is to examine the effects of such strategies on consumer purchase intention. The study also examines the mediating role of imagery fluency. The findings of three experiments illustrate that complex images are less imagery fluent than simple images. However, the study demonstrates that complex congruent images trigger higher levels of imagery fluency than complex incongruent images. Finally, the results of the study show that imagery fluency mediates the relationship between visual complexity and consumer purchase intention. The study made several contributions to the literature and provides several managerial implications.