...-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...

... rights only Fashion Behavior Mental simulation Imagination E-commerce/internet retailing Retail consumer behavior Although convenient, the online retail environment lacks the richness of cues available in offline retail settings such as the ability to feel or try the products...

... Characteristics of imagination Spontaneous Controlled Uninstructed (imaging) Daydreams Narrative transportation (experience-taking) Marketer-instructed (imagine-that) Consumption daydreams Mental simulation (self-referencing) Marketer-instructed process-focused...