A three-item scale measuring the degree to which an advertisement evokes mental images focused on the end result or consequences of a depicted event — imagining outcomes, effects, and resulting damage rather than the process of how those outcomes are achieved. Items contain blanks to be filled with the focal outcome or event being advertised. Theoretically paired with the process simulation scale, the outcome simulation scale captures the complementary endpoint-focused mental imagery mode in advertising research.
7-point (this statement does not at all fit... / perfectly fits...)
Full scale items shown. Always cite the original source when using this scale in research.
Single alpha: α = .95 (Study 3, n = 151, MTurk) — Cian, Longoni & Krishna (2020). VALIDITY: Not addressed. FILL-IN-THE-BLANK FORMAT: Blanks should be replaced with the focal event or outcome relevant to the ad stimulus (e.g., 'a car crash', 'a house fire'). 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 (Process) scale (AMSP) from the same study — the two scales were designed to be used together to distinguish process- from outcome-focused mental simulation responses to advertising.
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.
Free access to 2455+ psychometric scales at PsychScales