when consumers rely on their thinking, prompting them to think about the product benefit (i.e., outcome simulation) leads … to higher evaluation than prompting them to think about the usage process (i.e., process simulation) because the former … with process simulation evoke a higher level of affective immersion in using the product. A first experiment based on the …

In this research we examine the role of process vs. outcome-focused mental simulation in new product evaluation. We … these natural evaluation tendencies, we demonstrate that while evoking process simulation has no impact on RNPs, for INPs it … information processing mode (cognitive vs. affective) elicits unique effects within process and outcome simulation on the …