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| A Study of Effects of Consumption Vision on the Attitude toward Action |
| WU Rui-juan LI Dong-jin |
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Abstract In Philips' research of consumption vision, she proposed that the consumption vision has the positive impact on the attitude toward action. However, considering the fact that the stimuli in her experiment were the products hard to imagine, we want to inquire whether her conclusion holds to the products easy to imagine. This article examines two experiments based on the products which are easy to imagine and the ones which are hard to imagine, respectively. The result shows that when the products are easy to imagine, consumption vision has no influence on the attitude toward action; when the products are hard to imagine, consumption vision has an influence on the attitude toward action. This finding is a supplement to the Philips conclusion, and may provide reasonable instruction to practice.
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Received: 03 March 2009
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Corresponding Authors:
WU Rui-juan
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2009, Vol. 1 
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