Imagine yourself being healthy: The mental simulation effect of advertisements on healthy menu promotion

This study examined the effect of mental simulation on customers’ attitudes in the context of healthy restaurant menu promotions. This is a widely used tactic to promote products or brands by encouraging customers to imagine themselves using the advertised products or services. To identify effective ways to promote healthy menu items in restaurants, the study examined the influences of mental simulation (encouraged vs. not encouraged), nutrition information strength (strong vs. weak) and restaurant brand image regarding menu healthiness (healthy vs. less healthy) on customers’ attitudes toward the advertisement and purchase intentions. Furthermore, the study investigated whether the effect of mental simulation varies depending on the healthy brand image of the restaurant. The results indicated that mental simulation, nutrition information strength and healthy restaurant brand image positively influenced attitudes and purchasing intentions. Further, the mental simulation effect diminished the influence of nutrition information strength on attitudes and purchase intentions. Finally, the moderating effect of mental simulation varied based on the healthy brand image of the restaurant. The study also included practical implications for effective marketing communication in the context of healthy menu item promotions in restaurants.