As if it were mine: Imagery works by inducing psychological ownership.

Imagery appeals are a powerful instrument in a communicators toolbox. Imagery allows evaluating an object prior to actual experience and simulating object ownership. This article investigates whether imagery and psychological ownership are systematically interlinked, thus causing objects to become mine through imagery. Across 2 studies, featuring 3 objects, 3 different types of advertisements, and based on more than 800 participants, this article supports a conceptual model that suggests that an inherent link between imagery and psychological ownership drives a varied set of consumer responses. Implications for marketers aiming to capitalize on the effects of imagery processing are derived.