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.

Response format

7-point (this statement does not at all fit... / perfectly fits...)

Scale items

• The process of __________.
• The steps involved in __________.
• The means by which one __________.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Alpha ranged from .79 to .94 across multiple study variations — Cian, Longoni & Krishna (2020). The .79 lower bound falls below threshold in one version; the scale is included on the basis of the .94 upper estimate across the majority of administrations. FILL-IN-THE-BLANK FORMAT: Blanks should be replaced with the focal process or behaviour depicted in the ad (e.g., 'stopping drinking', 'applying sunscreen'). Response anchors: 'This statement does not at all fit the images that the ad evokes' (1) to 'This statement perfectly fits the images that the ad evokes' (7). Companion to the Ad Mental Simulation (Outcome) scale (AMSO) from the same study.

Recommended companion scales

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.

Keywords