1.4 Capturing consumer’s imaginations

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Imagination

In contrast to helping people in practical ways to improve their communities, here we focus more on the images that consumers hold in their mind. Sometimes company support can exist of leveraging the images in people’s minds and painting a desirable future self-image of society (e.g. in a TV commercial or advertisement) prior to setting actions into motion to build the actual community.

Reference

Philips, B. J. (2017). Consumer imagination in marketing: a theoretical framework. European Journal of Marketing, 51(11/12), 2138-2155.

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