How Users' Mental Imagery and Mental Simulation Influence Their Urge to Buy Impulsively: The Context of Facebook Video Ads
Pages 84 - 88
Abstract
As more and more advertisers begin using video ads on social networking sites (SNS) as a leading advertising strategy, understanding the effectiveness of video ads on SNS is becoming a crucial research issue. This study aimed to empirically explore how the vividness of Facebook video ads could evoke viewers' urge to buy impulsively based on mental imagery processing and mental simulation perspectives. Mental simulation can be divided into two types, namely process-focused and outcome-focused. This study also investigated whether these two types of simulation have different effects on viewers' urge to buy impulsively. The results revealed that viewers' perception of the vividness of Facebook video ads could entail their mental imagery, their simulation of the product using process, and their simulation of product using outcomes. The results also showed that mental imagery is positively related to both types of simulation. Interesting, only mental imagery and process-focused simulation could lead to urge to buy impulsively; while outcome-focused simulation cannot. Finally, the results unveiled that mental imagery and process-focused simulation played as two vital mediators in the relationship between vividness of Facebook video ads and urge to buy impulsively. Some suggestions were provided for advertisers to enhance the effectiveness of video ads on SNS.
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Index Terms
- How Users' Mental Imagery and Mental Simulation Influence Their Urge to Buy Impulsively: The Context of Facebook Video Ads
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Published In
January 2020
303 pages
ISBN:9781450376778
DOI:10.1145/3383845
Copyright © 2020 ACM.
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- Univ. of Manchester: University of Manchester
- The Hong Kong Polytechnic: The Hong Kong Polytechnic University
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Association for Computing Machinery
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Published: 05 April 2020
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- Ministry of Science and Technology, Republic of China
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ICCMB 2020
ICCMB 2020: 2020 The 3rd International Conference on Computers in Management and Business
January 31 - February 2, 2020
Tokyo, Japan
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