Ad Mental Simulation (Process)

What it measures

A three-item scale measuring the degree to which an advertisement evokes mental images focused on the sequence of steps, means, and procedures involved in achieving a goal or reaching an outcome. Items contain blanks to be filled with the focal process being depicted. Theoretically contrasted with outcome simulation, process simulation captures how vividly a consumer mentally rehearses the steps toward an event rather than imagining the end state itself — a distinction with important implications for behaviour change communication.

Representative items

• The process of ____.
• The steps involved in ____.

Citation

Cian, Luca, Chiara Longoni, and Aradhna Krishna (2020). Advertising a desired change: When process simulation impedes behavior change. Journal of Marketing Research, 57(3), 489–508.