...-independent) consumers displayed increased cravings for food and purchase intention, with mental simulation playing a mediating role and cognitive load playing a moderating role. Research limitations/implications The influence of others (e.g. servers and other consumers) was not taken into consideration...

... to examine the impact of gender on the influence of imagination on product evaluation. Manveer K. Mann can be contacted at: mannmanveer@gmail.com Fashion Behavior Mental simulation Imagination E-commerce/internet retailing Retail consumer behavior 02 04 2018 31 10 2018 15 07...

... for future research in this area of marketing theory. Daydreams Experience-taking Imagination Mental simulation Narrative transportation Self-referencing It is a bit surprising then, that a field like marketing, which relies so heavily on consumer imagination, rarely uses the word...