This research aimed at studying the role of self-enhancing imagery and self goal-achievement emotion in the effect of characteristics perceived at advertisements using multisensory cues on purchase intention. Sports shoes advertisement was selected as an empirical research object. Questionnaire survey method was used to collect data. ‘WenJuanXing’ site was used to make the questionnaire in Chinese, and it was loaded on WeChat and QQ. 260 participants from different regions of China participated in online questionnaire survey. The results of testing the hypotheses by structural equation model in Amos 21.0 program are summarized as followings. The congruency between multisensory cues and self-discrepancy awareness positively evoked the self-enhancing imagery and the self goal-achievement emotion. The object relevance between the consumer and the product advertised did not induce the emotion, but evoked the self-enhancing imagery. Both of the self-enhancing imagery and the self goal-achievement emotion had positive effects on the product purchase intention. When developing advertisement, marketers should focus on multisensory cues’ characteristics to enhance the self-enhancing imageries as well as to help feel the goal-achievement emotion. They should pay attention to the ways by which the multisensory cues’ characteristics used to develop advertisement can be perceived to be congruent with each other by consumers.

Abstract
 1. Introduction
 2. Theoretical Background and Hypotheses
    2.1. Self-Enhancing Imagery and Self Goal-Achievement Emotion
    2.2. Multisensory Cues
 3. Empirical Study
    3.1. Product Selection for Empirical Study
    3.2. Advertisement Development
    3.3. Measures of Configuration Concepts
 4. Empirical Investigation
    4.1. Pretest and Demographic Analysis Results from Main Survey
    4.2. Level of Each Characteristics
    4.3. Reliability and Validity
    4.4. Correlations among Constructs
    4.5. Testing Measurement Model
    4.6. Testing Hypotheses
 5. General Discussion
    5.1. Research Summary
    5.2. Theoretical and Managerial Implication
    5.3. Limitations and Directions for Future Intention
 References

• Nak-Hwan CHOI(Department of Business Administration, Jeonbuk National University)
• Xinxin QIAO(Jeonbuk National University)
• Li WANG(Jeonbuk National University) Corresponding Author