{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,24]],"date-time":"2026-03-24T15:02:54Z","timestamp":1774364574652,"version":"3.50.1"},"reference-count":58,"publisher":"Emerald","issue":"5","license":[{"start":{"date-parts":[[2016,10,3]],"date-time":"2016-10-03T00:00:00Z","timestamp":1475452800000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["INTR"],"published-print":{"date-parts":[[2016,10,3]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>The purpose of this paper is to contribute to a better understanding of web-surfers\u2019 conative reactions to websites\u2019 dominant hue by taking into account mental imagery\u2019s role.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>A conceptual model considering mental imagery as a mediator of web-surfers conative reactions to websites\u2019 dominant hue was tested. It also supposes that mental imagery promoted by websites\u2019 dominant hue is moderated by web-surfers\u2019 involvement towards the product sold. To validate this model, an online experiment was conducted with a sample of 400 web-surfers.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>Results reflect the importance of \u201cvividness\/clarity\u201d and \u201cvalence\u201d dimensions of mental imagery. In fact, hues congruent with the website\u2019s content seem to be more able to generate vivid and positive mental images which affect positively web-surfers\u2019 conative reactions. However, this relationship is reversed when web-surfers are strongly involved with the product sold.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title>\n<jats:p>Although this study focused on a particular product category, the obtained results can help the research community to understand better conative reactions of web-surfers to websites\u2019 dominant hue through the consideration of mental imagery\u2019s role.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title>\n<jats:p>Findings can help managers to better the performance of their commercial websites through the choice of the adequate background hue.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>This study highlights the importance of mental imagery prompted by dominant website\u2019s hue taking into account its congruence degree with the website\u2019s content. 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