The effect of visual imagery ability on imagery-related decision making

摘要

In increasingly common on-line shopping situations, customers have no opportunity to inspect a real object and must generate its image. This study proposed a relation between human visual imagery ability and satisfaction of imagery-related decision making by conducting two experiments. In the first experiment, we investigated visual imagery ability, using the Visual Imagery Test, which we have already developed (Fukamachi & Nakagawa, 1999). The other experiment was carried out to examine the difference between satisfaction in a decision using only visual imagery and that in a decision after checking the real object Results showed that the total score of the Visual Imagery Test was significantly correlated with the change of satisfaction. Moreover, a specific factor among visual imagery abilities was also highly correlated with the change of satisfaction. We will investigate another relation between human ability and satisfactory decision making in the future.