IMAGINE YOURSELF IN THE PRODUCT Mental Simulation, Narrative Transportation, and Persuasion Jennifer Edson Escalas ABSTRACT: Mental simulation has been defined as the cognitive construction of hypothetical scenarios, which are usually in the form of stories ot narratives. The experiment in this paper examines the favorable effect of ad-encouraged mental simulation on ad attitudes and brand evaluations. A model is developed wherein mental simulation persuades via narrative transportation, defined as immersion into a story (Getrig 1994; Green and Brock 2000). Transportation includes strong affective responses and low levels of critical thought, which, in turn, affect ad attitudes and brand evaluations. A recent television ad for a Lexus® automobile was filmed from the driver's seat. The car is stopped at an intersection with a car next to it. The announcer says, "Imagine this is your only chance to make an impression. What type of im- pression would you like to leave?" Lottery ads encourage con- sumers to "dream a little dream" of how they would spend their millions, were they to win. Mercury® automobile ads invite viewers to "imagine yourself in a Mercury." A recent Whirlpool® ad campaign asks viewers to "imagine treating clothes so well they look new longer." In these ads and others, marketers use the advertising tactic of encouraging viewers to imagine positive scenarios involving themselves and the products advertised. The main question addressed by this paper is. By what mechanisni(s) does mental simulation enhance persuasion? Mental simulation can be thought of as the cognitive con- struction of hypothetical scenarios (Taylor and Schneider 1989), which are usually in the form of stories or narratives (Fiske 1993). When we simulate events, we frequently think about our own actual or potential behaviors, creating behav- ioral scenarios, similar to stories, in which we are the main character. Therefore, we propose that the mechanism through which mental simulation persuades is the same as the mecha- nism through which stories persuade. Green and Brock (2000) have shown that stories persuade via transportation, which is defined as "immersion into a text," that is, the extent to which individuals become "lost" in a story (Gerrig 1994; Green and Brock 2000, p. 702). Transportation leads to persuasion through reduced negative cognitive responding, realism of experience, and strong affective responses (Green and Brock 2000). Jennifer Edson Escalas (Ph.D. in business administration. Duke University) is an assistant professor of marketing in the Eller School of Business and Public Administration, University of Arizona. First, we review the relevant literature on mental simula- tion and narrative transportation; then we develop hypoth- eses. Next, an experiment examines the effects of mental simulation in a print advertising context. The paper ends with conclusions, managerial implications, and directions for fii- ture research. MENTAL SIMULATION Mental simulation is the imitative mental representation of some event or series of events (Taylor and Schneider 1989)- It can be thought of as the cognitive construction of hypotheti- cal scenarios, including rehearsals of likely future events, fan- tasizing about less likely future events, realistically reexperiencing past events, or reconstructing past events, mixing in hypothetical elements. Mental simulations are usu- ally in the form of stories or narratives (Fiske 1993; Polkinghorne 1991). When we simulate events, we frequently think about our own actual or potential behaviors, creating behavioral episodes (i.e., stories) in which we are the main character. Taylor and Schneider's (1989) definition of mental simulation subsumes autobiographical memories, which have been defined as the recollection of earlier events from one's life (Baddeley 1990). The capacity to simulate events may be one of the most distinctive and important features of cogni- tion (Taylor and Schneider 1989)- It enables people to rerun past events, possibly altering them, and to project multiple versions of future events. Consequently, mental simulation is important for preparing for future events and interpreting past events. Social psychologists have examined the consequences of mental simulation. To summarize, this stream of research has demonstrated that mental simulation can lead to higher as- sessed probability estimates of simulated events and positive changes in attitudes, brand evaluations, and actual behavior, particularly if the simulation is self-relevant and repeated (e.g., Jaumat ef Advertising, vol. 33. no. 2 (Summer 2004). pp. 37—48. © 2004 American Academy of Advertising. All tights reserved. ISSN 0091-33(57 / 2004 (9.50 .f 0.00.