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ISSN : 1229-8778
This study examines whether and how embodied mental simulation influences product purchase intention. We manipulate how the handle of a tool is presented. There are 5 conditions; holding a fork with right hand/left hand, seeing a fork’s handle located on the right/left side and no tool(control condition). The result shows that there is no significant difference between holding a fork with right(left) hand and seeing a fork’s handle located on the right(left) side. Both conditions facilitate mental simulation and it increases purchase intention of products. However, It’s only when the tool(e.g. a fork) is relevant to the product(e.g. cake). When the tool has no relevance to the product(e.g. coffee), facilitation of mental simulation decreases purchase intention of products. These findings support mental simulation account(vs. motor fluency account). Also, we examine whether flexibility of handedness(rigid right-hander vs. flexible right-hander) which influences facilitation of mental simulation. The result shows that there is no significant difference between rigid right-hander and flexible right-hander. The finding highlights that mental simulation is automatically activated, not through the process of monitoring situational constraints.
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