Imagery studies are a group of research methods that focuses on consumers' emotional reactions under stimuli when seeing pictures or visual materials of a specific product, brand, or person. Imagery studies focus on discovering the repertoire of consumer's emotional reactions, their perceptions, associations, stereotypes linked with the object of the study; with the objective to identify the sources of these attitudes, define their impact on attitude towards the topic of the study. All this to come up with a strategy of building a positive image for the future.
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