Cet article s'attache dans un premier temps à définir le concept d'imagerie mentale, un concept important en marketing en raison de ses effets sur la mémoire, la persuasion, les attitudes et les intentions ainsi que de son implication dans le raisonnement et la pensée créative. Puis, il dresse un panorama des différentes mesures développées en marketing. Enfin, il présente les effets de l'imagerie mentale sur la persuasion publicitaire, le comportement du consommateur et les activités de création.
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