The effect of imagery on information processing strategy in a multiattribute choice task

Two experiments were conducted to assess the effects of imagery instructions on information processing in a multiattribute choice task. Subjects were instructed to imagine owning and using alternatives or to avoid the use of imagery and to evaluate alternatives in a more analytical manner. Instructions to use imagery produced relatively more processing by alternative. In addition, imagery instructions appeared to encourage subjects to gather more information per alternative and to gather a constant amount of information per alternative. The data also support the claim that level of familiarity affects processing strategy.