The effects of mental imagery on consumers’ wanting and liking. Ghent University
This project studies the impact of imagination on two related yet separable forces that guide human reward-seeking behavior: wanting and liking [1]. Wanting is felt as a desire prior to consumption which ultimately leads to a motivational state to interact with a product or service (i.e., purchase, consume). Liking involves a post-consumption evaluation of the experienced pleasure and facilitates an emotional state [1, 7]. Over the past ...