Turning Thoughts into Action through Mental Simulation
Gizem Ceylan, PhD, Kristin Diehl, PhD, and Wendy Wood, PhD
Imagine walking through your dream home before it's even built. Feel the sunlight streaming through floor-to-ceiling windows. Run your hand along the smooth kitchen countertop. Hear your footsteps echo in the spacious living room.
That vivid mental experience isn't just daydreaming—it's a powerful psychological tool called mental simulation. And according to new meta-analysis, it could be the secret weapon in your marketing arsenal.
What Happens When We Mentally Simulate
Mental simulation occurs when we imagine experiences that have not yet occurred, such as driving a luxury car, putting on a pair of brand new sneakers, or biting into a crisp apple. This cognitive process does more than entertain our minds; it actually prepares us for action.
Our meta-analytic review of past research on mental simulation revealed something remarkable: even a single mental simulation can boost consumer behavior by 5.9%.
The Simulation Superchargers
Mental simulation can be a powerful tool for influencing consumer decision-making, but its impact depends heavily on how the simulation is initiated. One major factor is the type of induction. Verbal simulation prompts—like those heard in radio spots or podcasts—invite consumers to imagine an experience through descriptive language (“Picture yourself relaxing in this spacious three-bedroom home…”). Visual inductions, by contrast, rely on photographs, drawings, or illustrations to help consumers mentally picture themselves using a product or inhabiting a space. When verbal and visual cues are combined, however, the results are significantly amplified—behavioral response increases by nearly 10%.
Even stronger outcomes emerge when brands integrate immersive technologies such as augmented reality (AR) or virtual reality (VR). Using a 360-degree tour to allow potential buyers to virtually “walk through” a home enhances simulation even further, yielding roughly a 16% boost beyond purely visual inductions.
Timing and repetitiveness also play a role in shaping the effectiveness of mental simulation. Many marketing strategies employ a single simulation prompt, which can generate a modest but meaningful positive effect. However, larger gains occur when simulations are spaced—that is, when consumers are encouraged to imagine the experience repeatedly over time, such as across a sequence of television ads or follow-up emails. In fact, spacing simulation sessions can increase behavioral response by an impressive 33.8%. On the other hand, massed simulations—repeated prompts clustered closely together in time—can overwhelm consumers, backfiring and reducing behavioral response by 12.6%. The key, then, is not only what you prompt consumers to imagine, but how and when you prompt them to do so.
Putting Simulation to Work for Real Estate Managers
These insights offer clear takeaways for real estate professionals looking to better motivate prospective buyers and renters. Marketing messages should intentionally pair vivid descriptive language with compelling property visuals to help audiences construct a rich mental picture of themselves in the home. Interactive, immersive tools like AR, VR, and 360-degree virtual tours can strengthen that experience even more, by turning imagination into a near-reality. It is also essential to thoughtfully space outreach efforts rather than overwhelming prospects with repeated messages in a short period. Finally, simulation-based communications are most effective when delivered at moments of high engagement—for example, when a prospect is actively browsing listings or attending an open house. By strategically designing and timing mental simulation prompts, real estate managers can nudge consumers from “mentally doing” to actually doing—moving from imagining a home to signing for it.
The Bottom Line
Mental simulation isn't just a marketing concept—it's neuroscience in action. When you help consumers vividly imagine themselves experiencing your property, you're not just selling a home; you're activating neural pathways that make that imagined future feel more achievable and desirable.
In today's competitive market, understanding the psychology behind consumer decision-making isn't optional—it's essential. And mental simulation might just be the competitive edge you've been looking for.
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Recommended Reading
Ceylan, Gizem, Kristin Diehl, and Wendy Wood (2023), “From Mentally Doing to Actually Doing: A Meta-Analysis of Induced Positive Consumption Simulations,” Journal of Marketing, 88(2), 21-39. https://doi.org/10.1177/00222429231181071
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About the Authors
Gizem Ceylan, PhD
Assistant Professor, The Ohio State University
Dr. Gizem Ceylan’s (PhD – University of Southern California) research draws on experimental and computational methods to investigate how consumers share information and misinformation on social platforms. She explores the psychological drivers and consequences of these behaviors for consumers, firms, and society. Additionally, she is interested in designing choice architecture interventions that nudge consumers toward healthier and more sustainable food decisions. Dr. Ceylan’s research has been published in the Journal of Marketing, Journal of Marketing Research, and Journal of Consumer Behavior, among others. Prior to her career in academia, Dr. Ceylan worked in consumer insights at Procter & Gamble and the Estee Lauder Companies, where she managed different product categories across Europe, Africa, and North America
Kristin Diehl, PhD
Professor, University of Southern California
Dr. Kristin Diehl’s (PhD – Duke University) research examines how people anticipate, experience, and remember events that unfold over time. In particular, she is interested in how taking photos during such experiences affects consumers’ enjoyment and memories of the experience. She also studies how consumers search for and use product information, particularly in environments where search costs are low, assortments are large, and recommendation tools may be available. Dr. Diehl has published in the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Personality and Social Psychology, Journal of Experimental Social Psychology, and Psychological Science, among others. In 2010, she received the Early Career Award from the Association for Consumer Research.
Wendy Wood, PhD
Provost Professor Emerita, University of Southern California
Dr. Wendy Wood’s (PhD – University of Massachusetts, Amherst) research explores how we form and change habits, along with ways we explain habitual behaviors. Dr. Wood is a Fellow of the American Psychological Association (Division 8), the American Psychological Society, Society for Experimental Social Psychology, and founding member of the Society for Research Synthesis Methodology. Dr. Wood has served as editor of Behavioral Science and Policy, Psychological Review, Journal of Personality and Social Psychology, Personality and Social Psychology Bulletin, and Personality and Social Psychology Review and has published in numerous prestigious publications. Dr. Wood’s research has received numerous awards and distinctions and has been funded by the National Science Foundation, the National Institute of Mental Health, the Rockefeller Foundation, and the Radcliffe Institute of Advanced Study.
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KCRR 2026 March - Turning Thoughts into Action through Mental Simulation (Ceylan)
