Self-imagery and advertising effectiveness: the role of sense of presence.

The purpose of this study was to assess whether self-imagery is more effective than other-imagery, and if so, to investigate the mechanism of how self-imagery generates more increased positive responses from consumers. Furthermore, we explored the boundary conditions associated with reduced positive effects of self-imagery on consumer responses. The results of Experiment 1 suggest that self-imagery was more effective than other-imagery in generating a favorable attitude toward an advertisement and purchase intention, since it enhanced a sense of presence, and consequently, imagery engagement. However, based on the results of Experiment 2, when an advertisement evoked a sense of high-risk, self-imagery generated a less favorable attitude toward the advertisement than other-imagery due to the emotion of fear evoked by the advertisement.

Deriving Mental Energy From Task Completion.

Many tasks in everyday life (e.g., making an accurate decision, completing job tasks, and searching for product information) are extrinsically motivated (i.e., the task is performed to gain a benefit) and require mental effort. Prior research shows that the cognitive resources needed to perform an extrinsically motivated task are allocated pre-task. The pre-task allocation of mental resources tends to be conservative, because mental effort is costly. Consequently, there are mental energy deficits when the use of mental resources exceeds the allocated amount. This research provides evidence for post-task mental energy replenishment. The amount of resource replenishment is a function of the size of the mental energy deficit and the favorability of the cost-benefit trade-off experienced at the completion of the task (i.e., the value of the reward given the energy investment). The findings have implications for how cognitive resources management influences the availability of mental energy on a moment-to-moment basis.