Bidirectional contrast effects between taste perception and simulation: A simulation-induced adaptation mechanism

Journal of Consumer Psychology · 2017 · Volume 27 · Issue 1

DOI: 10.1016/j.jcps.2016.04.002

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

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