Editing Consumer behaviour (section)

==== Imagery ====
Evidence has shown that pictorial imagery correlates to higher instances of consumer recall and recognition. Pictorial imagery is also easier to process and gains consumer's attention faster.<ref name=":12">{{Cite journal|last1=Lewis|first1=Michael|last2=Whitler|first2=Kimberly A.|last3=Hoegg|first3=JoAndrea|date=2013-09-01|title=Customer Relationship Stage and the Use of Picture-Dominant versus Text-Dominant Advertising: A Field Study|url=http://www.sciencedirect.com/science/article/pii/S0022435913000043|journal=Journal of Retailing|language=en|volume=89|issue=3|pages=263–280|doi=10.1016/j.jretai.2013.01.003|issn=0022-4359|url-access=subscription}}</ref> There is significant evidence that when consumers are presented with multiple choices, they will view objects more positively and more aesthetically pleasing when surrounded by congruent imagery.<ref name=":11" /> After repeated exposure, this familiar imagery becomes incorporated into consumer's visual lexicon and they become "fluent" in it. Images with higher levels of visual fluency perceived as being more familiar, likeable, and friendly and are therefore more likely to be chosen by consumers.<ref>{{Cite journal|last1=Oppenheimer|first1=Daniel M.|last2=Frank|first2=Michael C.|s2cid=9786621|date=2008-03-01|title=A rose in any other font would not smell as sweet: Effects of perceptual fluency on categorization|url=http://www.sciencedirect.com/science/article/pii/S0010027707001515|journal=Cognition|language=en|volume=106|issue=3|pages=1178–1194|doi=10.1016/j.cognition.2007.05.010|pmid=17618616|issn=0010-0277|url-access=subscription}}</ref>