<p><em>From Doubt to Functionality: An Imagery Story</em><strong> </strong>provides a systematic approach to address the role imagery plays in guiding consumer behavior. First, it makes sense to consider the conditions that elicit imagery, then to examine how people use it, and finally to explore avenues whereby this use of imagery can help to understand a host of consumption related phenomena. The objective of this monograph is to provide an integrative framework for looking at conditions that elicit imagery and its many effects.</p>