Exploring mental time travel experiences and their influence on behavioral intentions and learning
本研究将心理时间旅行概念引入营销领域，通过两个实验（增强现实、360度网站、视频、静态图片四种条件）发现，积极情景记忆能激发心理时间旅行，且向过去的心理时间旅行正向影响购买意向、口碑、忠诚意向和学习，但认知负荷会抑制其效果，沉浸状态则增强对学习的影响。
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.