In this research we examine the role of process vs. outcome-focused mental simulation in new product evaluation. We … these natural evaluation tendencies, we demonstrate that while evoking process simulation has no impact on RNPs, for INPs it … information processing mode (cognitive vs. affective) elicits unique effects within process and outcome simulation on the …

Mental simulation is an important tool for managers who want consumers to imagine what life would be like if they … engage in a new behavior. However, academic research found inconsistent effects of mental simulation on behavior. To … understand this inconsistency, we conduct a meta-analysis and quantify the effect of different mental simulation prompts on …