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Imagination is the exercise of generating new and novel mental images. Because of its utility for the arts, it is primarily thought of as a purely aesthetic tool. And yet, as a cognitive orientation to the world, imagination has much to offer business leaders. Imagination shifts leaders away from ingrained ways of thinking; it emphasizes reframing existing situations, moving beyond constraining mental models, and formulating innovative responses. In short, imagination is the critical cognitive link connection between what is and what might be. This application brief describes a module designed to develop moral imagination in leadership students in Gonzaga University’s Masters in Organizational Leadership Program. It outlines the use of popular film – in this case, the classic Woody Allen (1989) film, Crimes and Misdemeanors – to help students identify ethical events, assess various viewpoints concerning these events, and then practice reframing the events using moral imagination.

Imagination is a complex mental process where consciousness departs from reality to create new content not currently found in existence. Imagination is key to marketing persuasion, but studies that examine consumer imagination in response to marketing messages illustrate confusing and sometimes contradictory perspectives about consumers’ mental processing. This paper aims to provide a review of the existing literature on consumer imagination relevant to marketing scholarship, and builds a new theoretical framework to organize and explain these papers.

A systematic review of the marketing literature was undertaken to identify all papers related to consumer imagination and its role in marketing persuasion. A focus was placed on empirical papers, review papers and meta-analyses.

A new conceptual framework was created to classify the consumer imagination literature based on both the characteristics and the content of imagination. The existing marketing literature was then organized into the framework. The framework helps to explain seeming contradictions between different studies as well as helps to collect similar studies together to summarize schools of thought.

The imagination framework presents an entirely new way of conceptualizing imagination research in marketing. This new categorization structure not only clarifies consumers’ use of imagination in response to marketing messages but also identifies questions for future research in this area of marketing theory.

Leadership educators are faced with the challenge of preparing students to serve organizations and people in dynamic and ever changing contexts. The purpose of this study was to examine undergraduate leadership students' self-perceived level of moral imagination to make recommendations for moral imagination curricula. Moral imagination is the foundation of moral decision-making, which is critical to develop for aspiring leaders. It also has the potential to develop resilience and hardiness in organizations and people, which is paramount for community sustainability. Students in leadership courses at two universities were surveyed to measure their level of moral imagination in terms of three constructs: reproductive, productive, and creative imagination. One hundred fifty-one leadership students completed the instrument. It was found that participants had moderate moral imagination abilities with their highest scoring abilities in productive imagination. Recommendations lie in educational opportunities, curricula structure, and teaching techniques.

The purpose of this study is to examine employee imagination and implications for entrepreneurs of China. In 2015, the European Group of Organization Studies released a call for papers highlighting poor knowledge of employee imagination in organizations. To address this need, the current study hypothesizes employee imagination consisting of seven conditions common to the organizational experience of Chinese Entrepreneurs.

The current paper reviews the Chinese enterprising context. Cases from China are used to illustrate the effects of proposed conditions and their value for entrepreneurs and innovators in businesses undergoing change.

Employee imagination underpins and conditions how Chinese employees make sense of their organizations and better understand the process of organizational change. From the viewpoint of human resource management, emphasis on coaching and developing imagination enables businesses to stay competitive and adapt to environmental demands such as lack of information, too much information or the need for new information.

The proposed conditions apply to the Chinese context; however, their application to wider contexts is suggested and requires attention.

Employee imagination was found to be a powerful tool, which facilitates the process of organizational change management.

Theoretically, the research adds new insights to knowledge of a poorly understood organizational behavior topic – employee imagination. Practically, the research findings provide mangers with knowledge of conditions, which could be adopted as powerful tools in facilitating organizational change management.

Imagination in critical literacy research is usually referred to as a taken for granted concept that is seldom theorised, leaving the assumptions unchecked that everyone has a shared understanding of imagination. This paper aims to challenge critical literacy researchers to rethink the relationship between criticality and imagination and its implication for a critical writing pedagogy. It aims to synthesise the imagination and criticality in the context of critical literacy, both theoretically and empirically and in doing so to illustrate what form a critical writing pedagogy that foregrounds the critical imagination might take.

This argument is illustrated through analysing two sets of data that contain embodied enactments of contested gender issues across different modes and genres. Data from student teachers’ embodied enactments of contested gender issues and from their writing on these issues were analysed thematically.

A crucial aspect of the critical imagination entails creating pedagogical spaces that mobilise affect and empathy alongside criticality. Embodied literacy work across different modes and genres can play a significant role in facilitating the critical imagination by enabling students to enact, perform and immerse themselves in different discourses, ultimately generating new insights and ways of seeing.

Data was drawn from a relatively small sample of 30 assignments in the context of teacher education in South Africa. More empirical research needs to be conducted across a wider range of contexts.

The paper provides a theoretical framework and practical ideas for implementing a critical writing pedagogy that foregrounds the critical imagination and thus could be used in both teacher education contexts and school literacy classrooms.

This paper challenges critical literacy researchers to rethink the relationship between criticality and imagination and its implication for a critical writing pedagogy.

The purpose of this paper is to highlight the parallels between the ethical concept of moral imagination and the psychoanalytical concept of active imagination. A model combining both concepts is then proposed and discussed. The paper argues that such synthesis is necessary to understand the process of moral deliberation, as well as to foster more consistent moral choices in organisations.

The paper is conceptual, and builds upon relevant literature from the field of business ethics and analytical psychology.

Imagination is a thoroughly ambivalent concept, which can be used to pursue moral as well as immoral goals. Moral imagination is an important element influencing decision making, but its quality depends on the state of balance of the psyche. A sound and effective moral imagination must be grounded in a healthy psyche, and needs the assistance of active imagination (or other similar activities) to achieve this. Such inner work is especially necessary for leaders to clarify their moral values and capabilities.

The Active and Moral Imagination (AMI) model proposed has not been empirically tested; therefore its implications are tentative at this stage. The paper does not discuss in detail other psychological activities which may be complementary to active imagination.

Managers and leaders should reflect on their own unconscious, so as to understand the deeper mechanisms influencing their decisions and behaviours.

The paper presents an interdisciplinary approach to the role of imagination in ethics.

An increasingly popular argument proposes that the problems in public schooling may be solved through stronger, more morally imaginative leadership. School administrators ought to set forth a vision growing out of this moral responsibility, and may be trained to utilise moral imagination in directing teachers and students towards certain moral visions. A critique of the argument is presented and alternative (and conflicting) meanings of “moral imagination” surveyed. Four models of moral imagination are located: as discovery; as moral authority; as faculty of mind, and as super science. It is argued that each of these conceptions has inherent difficulties. The logical relationship of these views is explored. The notion of “school leadership” is traced in the literature as it has been attached to “moral imagination”. The work of W. Greenfield is examined and a philosophy of school administration, with certain assumptions, regarding values and authority, that reveal key difficulties for the unfettered use of “moral imagination” in school administration, is found. It is concluded that “moral imagination” ought to be replaced with “critical imagination”, coupled with “democratic value deliberation” and by so doing a richer leadership will result, leading to the empowerment of teachers and a fuller serving of the public good.

This study aims to examine gender differences in the impact of imagining product use on purchase decisions. The authors argue that while imagination can enhance purchase intention for female consumers, it can be detrimental to male consumers. This study explores the conditions under which imagination can be turned into a positive device for male consumers.

Three experimental studies were conducted. The first two studies illustrate the differential effects of imagination on males vs females. Given the negative effect found among males, the third study focused exclusively on male consumers to identify conditions under which the negative impact of imagination on these consumers can be alleviated.

Studies 1 and 2 show that while an imagination tactic has positive or no effect on female consumers, a generic imagination request lowers male consumers’ purchase intention. Focusing on potential ways of alleviating this negative effect, Study 3 shows that for males without prior brand ownership experience, imagining product use in a less-typical context can increase purchase intention.

The results provide evidence that gender impacts the effectiveness of imagination in improving product evaluation. Furthermore, the context of imagination and previous brand experience can be used together to determine how male consumers respond to imagination.

The study’s findings warn against the blind use of imagination tactics. Instead, retailers need to customize imagination tactics based on gender, previous brand experience and product usage context.

To the best of the authors’ knowledge, this is one of the first papers to examine the impact of gender on the influence of imagination on product evaluation.

While the spatial dimensions of augmented reality (AR) have received significant attention in the marketing literature, to date, there has been less consideration of its temporal dimensions. This paper aims to theorise digital timework through AR to understand a new form of consumption experience that offers short-lived, immersive forms of mundane, marketer-led escape from everyday life.

The authors draw upon Casey’s phenomenological work to explore the emergence of new dynamics of temporalisation through digitised play. An illustrative case study using AR shows how consumers use this temporalisation to find stability and comfort through projecting backwards (remembering) and forwards (imagining) in their lives.

The proliferation of novel digital technologies and platforms has radically transformed consumption experiences as the boundaries between the physical and the virtual, fantasy and reality and play and work have become increasingly blurred. The findings show how temporary escape is carved out within digital space and time, where controlled imaginings provide consumers with an illusion of control over their lives as they re-establish cohesion in a ruptured sense of time.

The authors consider the more critical implications of the offloading capacity of AR, which they show does not prevent cognitive processes such as imagination and remembering but rather puts limits on them. The authors show that these more short-lived, everyday types of digitised escape do not allow for an escape from the structures of everyday life within the market, as much of the previous literature suggests.

The authors argue that corporations need to reflect upon the potential threats of immersive technologies such as AR in harming consumer escapism and take these into serious consideration as part of their strategic experiential design strategies to avoid leading to detrimental effects upon consumer well-being. More nuanced conceptualisations are required to unpack the antecedents of limiting people’s imagination and potentially limiting the fully fledged escape that consumers might desire.

Prior work has conceptualised AR as offloading the need for imagination by making the absent present. The authors critically unpack the implications of this for a more fluid understanding of the temporal logics and limits of consumer escapism.

The paper suggests moral imagination as an approach to picture sustainable scenarios in the food industry, which are based on knowledge sharing among stakeholders and knowledge management. This can lead to a wider awareness, consequently a deeper understanding and finally more sustainable behaviors and choices in the food sector.

The research paper analyzes the relevant literature on sustainability, stakeholder theory, knowledge management and moral imagination. It proposes a moral imagination process and provides some cases to clarify its applicability.

Inter-stakeholder shared knowledge and consequent knowledge management can lead to the projection of more aware sustainable scenarios over time, overcoming a short-sighted or partial vision. The process of moral imagination can be an approach and tool for coping with sustainability-related critical issues, challenges and dilemmas in the food sector.

The article is a research paper, but the suggested process of moral imagination intends to provoke further reasoning and contributions to moral imagination and the stakeholders' role, responsibility and awareness related to sustainability in the food industry.

Even if theoretical, the paper can have well replicable managerial implications and applications in the design of sustainable scenarios in the food sector overcoming the asymmetries and bias. In particular, it is very useful conceiving the choices and outlining the behaviors upon which the firm's actions are based.

The article considers the broad spectrum of sustainability and its wide global reflection as well as the role of all stakeholders without a solely strategic focus and implications.