Ad Mental Simulation (Outcome)

What it measures

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.

Representative items

• The resulting damage of ____.
• The end result of ____.

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.