From Mentally Doing to Actually Doing: A Meta-Analysis of Induced Positive Consumption Simulations

Abstract

Mental simulation is an important tool for managers who want consumers to imagine what life would be like if they engaged in positive consumption behaviors. However, research has found mixed effects of mental simulation on behavior. To understand this inconsistency, the authors conduct a meta-analysis to quantify the effect of different mental simulation prompts. This multivariate three-level meta-analysis of 237 effect sizes spanning four decades (1980–2020) and representing 40,705 respondents yields a positive but small effect of mental simulation on behavioral responses. Managers and researchers can amplify this effect by using dynamic visual inductions (e.g., augmented reality), inductions involving both visuals and verbal instructions, and repeated inductions spaced over time (e.g., weekly, akin to real-world marketing campaigns). Inducing simulations repeatedly but massed (e.g., using the same message at the same time across different platforms or retargeting ads) actually reduces subsequent behavioral performance. The authors explain the implications of these findings for theory and practice and identify novel avenues for research.