The role of simulations in consumer experiences and behavior: insights from the grounded cognition theory of desire

Papies, E. K. , Best, M., Gelibter, E. and Barsalou, L. W. (2018) The role of simulations in consumer experiences and behavior: insights from the grounded cognition theory of desire. Journal of the Association for Consumer Research, 2(4), pp. 402-418. (doi:10.1086/693110)

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Abstract

What are the mechanisms by which extrinsic and environmental cues affect consumer experiences, desires, and choices? Based on the recent grounded cognition theory of desire, we argue that consumption and reward simulations constitute a central mechanism in these phenomena. Specifically, we argue that appetitive stimuli, such as specific product cues, can activate simulations of consuming and enjoying the respective products, based on previous learning experiences. These consumption and reward simulations can lead to motivated behavior, and can be modulated by state and trait individual differences, situational factors, and product-extrinsic cues. We outline the role of simulations within the grounded theory of desire, offering a theoretical framework for understanding motivational processes in consumer behavior. Then we illustrate the theory with behavioral, physiological, and neuroimaging findings on simulations in appetitive behavior and sensory marketing. Finally, we outline important issues for further research and applications for stimulating healthy, prosocial, and sustainable consumer choices.

Item Type:Articles
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:Papies, Dr Esther and Barsalou, Professor Lawrence and Gelibter, Elena and Best, Miss Maisy
Authors: Papies, E. K., Best, M., Gelibter, E., and Barsalou, L. W.
College/School:College of Science and Engineering > School of Psychology
Journal Name:Journal of the Association for Consumer Research
Publisher:University of Chicago Press
ISSN:2378-1815
ISSN (Online):2378-1823
Published Online:21 September 2017
Copyright Holders:Copyright © 2017 University of Chicago Press
First Published:First published in Journal of the Association for Consumer Research 2(4): 402-418
Publisher Policy:Reproduced in accordance with the copyright policy of the publisher.

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