Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=rina20 International Journal of Advertising The Review of Marketing Communications ISSN: 0265-0487 (Print) 1759-3948 (Online) Journal homepage: https://www.tandfonline.com/loi/rina20 Imagination matters: do consumers’ imagery processing and self-regulatory goals affect the persuasiveness of metaphor in advertising? Seung Yun Lee, Sunho Jung, Han Young Jung, Sung Tae Choi & Sangdo Oh To cite this article: Seung Yun Lee, Sunho Jung, Han Young Jung, Sung Tae Choi & Sangdo Oh (2019) Imagination matters: do consumers’ imagery processing and self-regulatory goals affect the persuasiveness of metaphor in advertising?, International Journal of Advertising, 38:8, 1173-1201, DOI: 10.1080/02650487.2019.1596445 To link to this article: https://doi.org/10.1080/02650487.2019.1596445 Published online: 16 Apr 2019. Submit your article to this journal Article views: 519 View related articles View Crossmark data Citing articles: 4 View citing articles