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.