In the Mind’S Eye: Embodied Simulation and Product Judgment

Aner Tal, Duke University, USA
Spontaneous mental simulation of product interaction can have systematic effects on product judgment. Two studies demonstrate predictable effects of consumers’ physical states on judgment. Physical states affect the simulated experience of products, and consequently judgment of corresponding product attributes. This notion is demonstrated for judgment of product size (study 1) and the energy provided by energy drinks (study 2). Crucially, the effects of physical states relevant to product experience on judgment are shown to depend on conditions supportive of spontaneous simulation (study 2).
[ to cite ]:
Aner Tal (2010) ,"In the Mind’S Eye: Embodied Simulation and Product Judgment", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 910-912 .