Abstract
Mental simulation is the imitative mental representation of events. When considering different products, consumers can mentally simulate the use of the product (process simulation) or the benefits of using the product (outcome simulation). This paper examines how each type of mental simulation impacts consumers search behavior in an online reviews context. It is argued that consumers are more likely to use certain features (e.g., quantity of reviews, overall user recommendations, detailed content of reviews) within an online reviews context depending upon the type of mental simulation they are engaged in. This search behavior is posited to be moderated by the type of product considered.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
