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Research Talk by Aradhna Krishna

Aradhna Krishna from the Uni­versity of Michigan (US) presen­ted a col­lec­tion of her work on “Mental Sim­u­la­tion and other Mental Im­agery” in our Re­search Sem­inar Ser­ies. Aradhna is con­sidered one of the 50 most pro­duct­ive mar­ket­ing pro­fess­ors in the world and was ac­know­ledged as the fore­most ex­pert in the field of sens­ory mar­ket­ing by the Har­vard Busi­ness Re­view in 2015.

Aradhna presen­ted a ser­ies of stud­ies in which she provides con­sist­ent evid­ence for the oc­cur­rence and con­sequences of mental sim­u­la­tion and other mental im­agery. Mental sim­u­la­tion refers to an auto­mated form of mental im­agery that is ini­ti­ated by ex­pos­ure to verbal or visual rep­res­ent­a­tions of ob­jects. For example, in one of these stud­ies she shows that even static visu­als can evoke a per­cep­tion of move­ment (i.e., dy­namic im­agery) and thereby af­fect con­sumer en­gage­ment and at­ti­tudes. Her latest re­search on this topic cen­ters on the ques­tion whether ad­vert­ise­ments that fea­ture a pro­cess vs. out­come fo­cus af­fect con­sumer per­cep­tion of pro­duct cred­ib­il­ity and pur­chase in­ten­tions. We thank Aradhna for her visit, and the in­spir­ing talk and dis­cus­sions.

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