Please use this identifier to cite or link to this item:
Title: Bidirectional contrast effects between taste perception and simulation : a simulation-induced adaptation mechanism
Authors: Si, K
Jiang, YW 
Keywords: Contrast effect
Taste perception
Mental simulation
Mental imagery
Issue Date: 2017
Publisher: Elsevier
Source: Journal of consumer psychology, Jan. 2017, v. 27, no. 1, p. 49-58 How to cite?
Journal: Journal of consumer psychology 
Abstract: Four experiments reveal that actual taste perception and mental simulation of taste can exert a bidirectional contrast effect on each other. Experiment 1 shows that similar to actual taste experience, simulated taste experience is influenced by a prior actual taste in a contrastive manner. Experiment 2 shows that this contrast effect of actual taste on taste simulation occurs only when people adopt an imagery-based rather than an analytical processing mode. Experiment 3 demonstrates the bidirectional nature of the current effect and again shows that it depends on people's use of mental simulation. Lastly, experiment 4 replicates the observed effect in a realistic marketing environment. These findings support the proposition of a simulation-induced adaptation mechanism. Theoretical and practical implications of this research are discussed.
ISSN: 1057-7408
EISSN: 1532-7663
DOI: 10.1016/j.jcps.2016.04.002
Appears in Collections:Journal/Magazine Article

View full-text via PolyU eLinks SFX Query
Show full item record

Page view(s)

Last Week
Last month
Citations as of Aug 20, 2018

Google ScholarTM



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.