Designing persuasive health materials using processing fluency: a literature review <s> Imagery fluency <s> A series of studies w as conducted to determ ine the viability of a scenario pro-cedure as a com pliance technique. In four experim ents, subjects w ho, throughthe use of a structured scenario, w ere led to im agine them selves experiencingcertain events cam e to believe m ore strongl y that the events w ould befall them .T his prom otive effect of the scenario procedure on probability or likelihood es-tim ates occurred fo r both positive events (e.g., w in n in g a contest) an d negativ eevents (e.g., being arrested fo r a crim e) and occurred in both laboratory andfield contexts. F urtherm ore, and crucial to its relevance for com pliance, thescenario procedur e w as show n to influence not bnly probability judgm ents butalso behavior. H om eow ners w ho im agined them selves utilizing a cable televisionservice w ere subsequently m ore likely to subscribe to such a service w hen re-quested to do so w eeks later. Finally, it w as determ ined that the effec t of struc-tured scenarios on com pliance is no t du e to additional in fo rm atio n provided bythe scenario. Instead, an interpretation based on the availability heuristic isfavored. <s> BIB001 </s> Designing persuasive health materials using processing fluency: a literature review <s> Imagery fluency <s> Existing research and widespread commercial usage suggest that appeals urging consumers to imagine the product experience have powerful effects on product preferences. Three studies examined the mediating role of imagery accessibility and demonstrated that the difficulty of imagery generation can reverse the generally observed positive effects of imagery appeals. When participants were low in imagery abilities or when the product was not presented in a vivid way, imagery appeals were not only ineffective but even had a negative effect on product preferences. Providing evidence for its subjective nature, this imagery fluency effect was more likely for individuals attuned to their internal experiences. <s> BIB002 </s> Designing persuasive health materials using processing fluency: a literature review <s> Imagery fluency <s> This research examines the impact of media depictions of success (or failure) on consumers’ desire for luxury brands. In a pilot study and three additional studies, we demonstrate that reading a story about a similar/successful other, such as a business major from the same university, increases consumers’ expectations about their own future wealth, which in turn increases their desire for luxury brands. However, reading about a dissimilar successful other, such as a biology major, lowers consumers’ preferences for luxury brands. Furthermore, we examine the role of ease of imagining oneself in the narrative as a mediator of the relation between direction of comparison, similarity, and brand preference. <s> BIB003
The subjective ease with which one can imagine hypothetical scenarios that have not yet occurred is termed imagery fluency  . Brand attitudes and purchase intentions become increasingly positive when individuals can vividly imagine the product BIB002 . Business school students were able to imagine success more easily and judge that they themselves were more likely to succeed in the future when they read a story about a plausible (rather than implausible) level of success BIB003 . Gregory et al. BIB001 showed that subjects who imagined themselves enjoying the benefits of a cable TV service were more likely to subscribe to the service than subjects who were merely given information about the service. Thus, self-generated images of future behavior and events have an effect on subsequent judgments and behavior.