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Copy of Imagine Yourself in the Product

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Tjeerd de Vries

on 13 March 2013

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Transcript of Copy of Imagine Yourself in the Product

Imagine Yourself in the Product Jennifer Edson Escalas Mental Simulation, Narrative Transportation, and Persuasion "Imagine this is your only chance to make an impression. What type of impression would you like to leave?" LEXUS
"Imagine yourself in a Mercury" MERCURY
Numerous ads are encouraging
viewers to imagine positive scenarios By what mechanisms does mental simulation enhance persuasion? Mental simulation cognitive construction of hypothetical scenarios (Taylor & Schneider, 1989)
imitative mental representation of of some event or series of events:
rehearsals of likely future events
fantasizing about less likely future events
realistically experiencing past events
reconstructing past events mixing in hypothetical elements Social Psychology higher probability estimates of simulated events
positive changes in attitudes
brand evaluations
actual behavior Narrative Transportation mental simulations take form of stories or narratives (Fiske, 1993)
stories persuade via transportation (Green & Brock, 2000) Transportation - immersion into a text, or the extent to which individuals get lost in a story Analytical elaboration Transportation leads to attitude change via logical consideration and evaluation of arguments leads to persuasion via reduced negative cognitive responding, realism of experience, and strong affective responses Related consumer research imagery in advertising (McInnis & Price, 1987)
ease of imagining in consumer decision making (Ellen & Bone, 1992)
simulation facilitated by ads with high degrees of contextual detail (Sujan, 1999)
"consumption visions" motivate consumption behavior (Philips et al, 1995) H1: Ad arguments will not have a differential effect on ad attitudes and brand evaluations under conditions of mental simulations, but will have such effects when mental simulation is absent Argument strength Ad attitudes
Brand Evaluations Mental simulation H1 distraction effect Mental simulation Narrative Transportation Ad Attitudes
Brand Evaluation Positive Affect Critical Thoughts H2 H2 H3 H3 H4 H4 Mental Simulation & Narrative Transportation Mediation Framework Procedure N=168
Stimulus: one-page color ad for running shoe Westerly
2X2 between-subjects design with two levels of mental simulation and two levels of argument strength manipulated
presentation of stimuli and collection of answers via computer
ANCOVA models and regression models Dependent variables thought-listing
feelings scale to measure upbeat feelings
attitudes toward print ad
brand attitudes
behavioral intentions toward the brand
degree of transportation into the ad manipulation checks
thought-coding
covariates
measure of brand loyalty
attitude toward running
attitude toward running shoes
amount run (times per week, miles per week)
how often participants buy running shoes
how much they typically pay for unning shoes Hypothesis support H1: partially supported. Simulation has a favorable effect on brand evaluations regardless of arguments. Simulation not encouraged condition: participants didnt like the shoe regardless of argument

H2: supported. Narrative transportation mediates the effect of mental simulation on ad attitudes and brand evaluations.

H3: supported, with partial mediation in case of scale results and full mediation in case of thought coding.

H4: somewhat supported. There is both a direct effect of narrative transportation on ad attitudes and brand evaluations as well as indirect effect through reduced critical thoughts. Results ad viewerd ignore argument strength when they are simulating
when not simulating, viewers consider argument strength only in determining attitudes towards the ad, not their brand evaluations (not involved in task, using peripheral cues)
simulation leads to narrative thought structure and narrative transportation, which have a positive effect on ad attitudes and brand evaluations
support the framework Managerial Implications advertising strategy of putting the consumer "in the driver's seat"
positivity bias and mediation: affective responses and personal experiences
simulation-based ads especially good for market where consumers are doubtful or critical Questions what type of media most suitable for evoking transportation?
is transportation possible for advertising? what are the cost-benefit tradeoffs?
to what extent can mental simulation overcome weak arguments?
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