Shopping at bricks-and-mortar stores is considered highly experiential. An ability to experience and physically interact with a product is a key benefit of shopping at offline stores. In an online shopping context where sensory experience is absent, researchers have looked at how mental imagery as an alternative to in-store sensory experience impact consumer decision-making (Yoo & Kim, 2014). However the role of mental imagery has been largely overlooked in the context of offline store shopping. While it is true that shopping at offline stores facilitates sensory experience, evidence from cognitive neuropsychology literature supports that visual perception impacts visual mental imagery (Bartolomeo, 2002). Therefore, it is reasonable to posit that sensory experience in stores is related to mental imagery. Yet the relationship between actual sensory experience and mental imagery in the context of store shopping has not been studied. To fill a gap in the current literature, this study aims to examine the process by which sensory experience and mental imagery facilitate purchase decision-making in the context of offline stores. Based on the model of recursive relationships among consumers’ emotional, cognitive, perceptual and behavioral responses (Scherer, 2003) and a review of previous literature, this study posits that actual sensory experience and mental imagery related. It is further posited that both actual sensory experience and mental imagery influence consumers’ affective (anticipatory emotion) and cognitive responses (e.g., decision satisfaction, perceived ownership and decision satisfaction). This study employed an online survey in Korea. Apparel shoppers who shopped and purchased apparel at brick-and-mortar stores during the last six months were recruited. To facilitate a retrieval of in-store experiences, a series of questions about their specific shopping trip and purchases were asked at the beginning of survey. The current study consists of measurements adopted from the existing literature with adequate reliabilities. All the items were measured using a 7-point Likert-type scale. A total of 455 respondents completed the online survey questionnaire. Cronbach’s alpha coefficients were examined to assess reliabilities of the measures, and reliability coefficients were acceptable for all constructs (.78 ~ .92). Results of the SEM revealed that all the model-fit indexes exceeded their respective common acceptance levels, suggesting that the proposed model fitted the data well (2 = 627.38, df = 175; NFI = .92; IFI = .94; CFI = .94; RMSEA = .075). All the direct relationships among variables were significant except for the effect of sensory experience on perceived ownership, the effect of mental imagery on decision confidence, and the effect of perceived ownership on behavioral intention. This study provides new insights into consumer in-store shopping experiences and theoretical and practical implications. Sensory experience and mental imagery are complementary in facilitating consumer in-store shopping experiences. In addition to the importance of sensory experience, this study provides empirical evidence to support the vital role of mental imagery in the context of in-store shopping. Visualizing a situation through vivid mental imagery combined with actual sensory experience will lead consumers to positive shopping outcomes. Further research is warranted to better understand how to optimize actual sensory experience and mental imagery to offer excellent in-store experiences.

In the present work, mulberry fruit extracts by four extraction processes, namely wet pressing extraction (WPE), hot-water extraction (HWE), enzymatic hydrolysis (EH), and lactic-acid bacteria fermentation (LBF) by Lactobacillus plantarum TO-2100, were analyzed for nutrients and functional compounds. The sugar contents of extracts by WPE, HWE, EH, and LBF were 12.0, 10.9, 14.5, and 14.3 brix, respectively, and the extraction yields by EH and LBF were 1.65 and 1.50 times higher than those by WPE. Among the organic acids, tartaric acid and malic acid contents were the highest in the extracts by WPE. Acetic acid was best extracted by LBF, and citric acid was best extracted by EH. Lactic acid was detected only in LBF. The extracts by EH showed the highest contents of all vitamins with an exception that the extracts by LBF showed the highest contents of the folic acid, vitamin B12, and vitamin C. We also noted that vitamin B group was not detected in the extracts by LBF. The extracts by EH showed the highest contents of all the amino acids, whereas LBF showed the lowest. Polyphenol contents of extracts by EH and LBF were 3.05 and 2.51 times more than those by WPE respectively. Anthocyanin contents were 7.66, 7.14 times higher for EH and LBF compare to WPE. We manufactured mulberry fruit granular teas with different compositions and tested them for their sensory characteristics. We found that 15% mulberry fruit extracts by enzymatic hydrolysis and 85% dextrin composition gave the most satisfactory result.