Exploring mental time travel experiences and their influence on behavioral intentions and learning

Jennifer Brannon Barhorst*, Nina Krey, Graeme McLean

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

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Abstract

Drawing on cognitive science research, this study presents mental time travel experiences to the marketing literature and explores their value to brands. Specifically, we examine how marketing stimuli can be used to elicit mental time travel experiences and the impact these experiences have on important brand outcomes including purchase intentions, word of mouth, loyalty intentions, and learning. We do so with two studies using branded experiences from two marketing campaigns across four different conditions: augmented reality, a 360° website, a video, and a static image. Results identify positive episodic memories as an important primer of mental time travel experiences and that mental time travel to the past is a key factor to influencing purchase intentions, word of mouth, loyalty intentions, and learning. We also show that cognitive load can have an inhibiting effect on mental time travel's ability to influence purchase intentions, word of mouth, and loyalty intentions. Finally, we demonstrate that a state of immersion can enhance mental time travel's ability to influence learning.
Original languageEnglish
Pages (from-to)1615-1633
Number of pages19
JournalPsychology and Marketing
Volume40
Issue number8
Early online date9 May 2023
DOIs
Publication statusPublished - 31 Aug 2023

Keywords

  • augmented reality (AR)
  • cognitive load
  • episodic memory
  • immersion
  • learning
  • loyalty
  • mental time travel
  • PLS
  • word of mouth

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