Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/66374
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.
URI: http://hdl.handle.net/10397/66374
ISSN: 1057-7408
EISSN: 1532-7663
DOI: 10.1016/j.jcps.2016.04.002
Appears in Collections:Journal/Magazine Article

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