In a context of growth of smart offers, studying the process of valuing an intangible offer by highlighting the role of consumer’s mental self-imagery is a promising avenue. An experimental study involving a representative sample of 836 individuals finds that mental imagery reduces the perception of intangibility. Thus, perceived value can be positively affected by the mediation of perceived benefits. This research enriches the literature on the perceived value of innovative offers by identifying fundamental determinants, namely, mental self-imagery and perceived intangibility.
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