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Title: Bidirectional contrast effects between taste perception and simulation : a simulation-induced adaptation mechanism
Authors: Si, K
Jiang, YW 
Issue Date: Jan-2017
Source: Journal of consumer psychology, Jan. 2017, v. 27, no. 1, p. 49-58
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.
Keywords: Contrast effect
Taste perception
Mental simulation
Mental imagery
Publisher: John Wiley & Sons Ltd.
Journal: Journal of consumer psychology 
ISSN: 1057-7408
EISSN: 1532-7663
DOI: 10.1016/j.jcps.2016.04.002
Rights: © 2016 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved.
This is the peer reviewed version of the following article: Si, K., & Jiang, Y. (2017). Bidirectional contrast effects between taste perception and simulation: A simulation‐induced adaptation mechanism. Journal of Consumer Psychology, 27(1), 49-58, which has been published in final form at https://doi.org/10.1016/j.jcps.2016.04.002. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. This article may not be enhanced, enriched or otherwise transformed into a derivative work, without express permission from Wiley or by statutory rights under applicable legislation. Copyright notices must not be removed, obscured or modified. The article must be linked to Wiley’s version of record on Wiley Online Library and any embedding, framing or otherwise making available the article or pages thereof by third parties from platforms, services and websites other than Wiley Online Library must be prohibited.
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