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<p>Consumers often lack objective information about product acquisition costs. In
such cases, consumers must rely on estimates of acquisition costs in making their
choices. The current work examines the influence of mental simulations of product
acquisition on estimates of acquisition costs. We suggest that simulations of product
acquisition lead estimates to reflect the influence of consumers' current physical
states on the experience of a particular cost. Specifically, carrying a heavy burden
leads consumers to estimate higher distances to targets when they engage in simulation
of walking to targets, but not when they do not engage in such simulation.</p><p>Simulation
can be either deliberate or spontaneous. Deliberate simulation is engaged when consumers
intentionally simulate an action. Spontaneous simulation requires particular conditions
for its occurrence, but does not require conscious intent. The specific conditions
for the occurrence of spontaneous simulation are the availability of situational inputs
and that action be possible in the given situation. We support these ideas in a series
of studies.</p><p>Study 1 demonstrates preference shifts that occur as a consequence
of participants carrying heavy burdens. Participants in this study shifted their preference
from an option located a visible but undefined distance away towards one that was
available at their current location. Study 2 supports the theory that this shift occurs
as a consequence of alterations in estimates of acquisition costs by showing that
burdened participants estimate distances as greater than do unburdened participants.
</p><p>Study 3 provides evidence for the role of mental simulation in producing such
changes in estimated acquisition costs by showing that the distance expansion first
demonstrated in study 2 occurs when targets are visible, but not when targets are
not visible. This result is consistent with the central contention of this dissertation
that visibility is critical for spontaneous simulation. Together, the studies support
the role of spontaneous simulation in burden leading to distance expansion. Study
4 provides further support for the role of simulation in producing the effects of
physical state on estimated acquisition costs by showing deliberate simulation results
in similar distance to that of spontaneous simulation. </p><p>Studies 5 and 6 further
demonstrate the dual roles of spontaneous and deliberate simulation on distance expansion.
They show that expansion does not occur when targets are not reachable because they
are up in the air (study 5). However, deliberate simulation of realistic (climbing
- study 5) or unrealistic (flying - study 6) action restores distance expansion in
those circumstances, supporting the role of simulation in leading to consideration
of physical state in estimated acquisition costs.</p><p>The final study ties together
these results by demonstrating the effects of both spontaneous and deliberate simulation
in a single setting. Varying both the availability of conditions supporting spontaneous
simulation and instructions for deliberate simulation the study allows an examination
of the comparative effects of the two types of simulation and of their potential interaction.
The study finds that deliberate simulation may produce effects that are larger than
those of spontaneous simulation, but spontaneous simulation does not seem to enhance
the effects of deliberate simulation.</p>
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